I’m sure you remember the last anti discrimination campaign made for National Office for the Fighting of Discrimination (CNCD) Romania. That campaign was about the discrimination against people judged by their appearances.

This one is about discrimination against gypsy minority from Romania. National Agency for gypsies (or roma people) has a new campaign that is aiming to educate people about this issue. In many countries gypsies are discriminated and not understood. This social campaign is trying to come up with a new vision about gypsy discrimination.

Children are not allowed to play or to be friends with gypsy kids.

Why?

Because some other gypsies are know as out laws in their countries and people use to judge everything.

This social campaign was launched with Stop Prejudecăţilor despre Etnia Romă - S.P.E.R. (H.O.P.E. in english) which is a project sustained by European Union and Romanian government.

The spot is called “Discriminarea romilor se învaţă acasă. Cunoaşte-i înainte să-i judeci” (Romani (gypsi) discrimination is learned at home. Know them before you judge them. ) and it show two kids playing and sharing things together on playground.

But at home, when mother asks with whom was his son playing, the kid hesitating is answering “No one”. His friend becomes no one in front of its parents.

H.O.P.E – anti discrimination advertising social campaign

The ad print is showing the same kinds from the spot but this time the parent dragging him away from his friend. “Two on the swing” is called this ad print. Parent stereotypes and misjudges affect children perspective about who can be accepted as “friend”.

Agency: TBWA\MERLIN Bucharest
Directed: Catalin Mitulescu