Hand Up for Tolerance

The campaign was a response to hateful comments from the days of its predecessor Slovakia Lives in Colors. People started judging who can call themselves Slovak and who cannot. The goal was to state, based on facts, that it is time to shed prejudices, because we Slovaks also have diverse ancestors. And since the concept of a "pure Slovak" does not actually exist from a genetic perspective, condemning people based on origin is not appropriate.

We built the campaign on the true story of former extremist Michal, whose eyes were opened by life experiences and who became an activist fighting against fascism. We confirmed the diversity of our ancestors through DNA tests of influencers, cooperation with a geneticist and ethnologist, and concluded the campaign with a CSR project fighting hatred online.

The brand's target group are young party people aged 18–35, which we focused our media approach on. We bet on video interviews with the face of the campaign on channels they follow. On social media we reached more than 1.3 million people within the target group.