| Title | DON'T LABEL |
| Brand | FAIR WELCOME |
| Product/Service | FAIR WELCOME |
| Category |
C01. Use of Digital Platforms |
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Entrant
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MINDSHARE Copenhagen, DENMARK
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Idea Creation
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MINDSHARE Copenhagen, DENMARK
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Media Placement
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MINDSHARE Copenhagen, DENMARK
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PR
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MINDSHARE Copenhagen, DENMARK
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Production
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SHOOT HAPPENS Copenhagen, DENMARK
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Credits
| Kenneth Kaadtmann |
Mindshare |
Creative Director |
| Kenneth Kaadtmann |
Mindshare |
Creative Director |
| Kenneth Kaadtmann |
Mindshare |
Creative Director |
| Kennett Wong |
CPH Digital |
Developer |
| Christian Bo |
CPH Digital |
Managing Director |
| Anders Kure |
Mindshare |
Art Director |
| Sune Svanborg |
Shoot Happens |
Director |
The Campaign
With 75% of a population having a negative impression of a minority, something must be wrong. That impression must come from somewhere else – The mass media. That is where we started, but not by changing what is being said, but by changing what is being heard.
By realising that if you change a single word in an entire sentence, you could completely alter the perception of that sentence, we created a browser plug-in that could translate discriminating words on websites into impartial words. That way we gave people the freedom to form their own opinion, instead of being influenced by other peoples agenda.
Creative Execution
A press release was sent out in January 2016, when the film was posted and the website with the plug-in enabled.
Fair Welcome is a newly established NGO with very limited funds. There is no money for paid advertising. Conversely, the issue is ubiquitous and the campaign constantly topical.
We managed to get the message out through celebrities, bloggers and influencers and even the news site Euronews awarded the campaign with their 'One minute of responsibility' award, which gave the campaign a boost and made it reach further out beyond the danish borders..
The initiative was quickly spread via the press and the amongst celebrities.
It has created more than 12.5 million impressions, and more than 5.560 downloads so far. 202,138,500 words have been changed so far via the plug-in.
It is difficult for a small start up NGO without means to break through the noise. But you can get far with a digital media idea and a film.
A small tool has made the entire Internet into a media for Fair Welcome.
Insights, Strategy and the Idea
With the US presidential election, the Syrian refugee crisis and attacks like Charlie Hebdo, the world has experienced an increase in stereotyping and predicates in the media.
Fair Welcome set out to influence this with Do not Label, an anti-discrimination initiative. Do not Label is a browser plug-in that trawls the websites you visit and change discriminating words into neutral words. This allows you to change subjective articles and make them objective sources of information and thus help people to form their own opinions - instead of being influenced by other people's agendas.
A strong film with a final call to visit www.dontlabel.org and download the plug-in was at the beginning of 2016 seeded to the press and subsequently activated on Fair Welcome's website and social media, plus through bloggers and influencers like american ambassador Rufus Gifford and well known danish musicians.