Slovakia Lives in Colors

We viewed this campaign as groundbreaking in Slovakia. It opened the sensitive topic of hidden racism and intolerance. A nationwide survey confirmed that "vigilance" towards people of different skin color is still present. Even though Slovaks today have various skin colors, it is still very surprising to hear someone with dark skin speaking pure Slovak.

To show that Slovakia is diverse and that it suits us, we chose Natalia Dongová, born in Dubnica nad Váhom, as the face of the campaign. She is Slovak, speaks Slovak, has a Slovak mother, and has lived in Slovakia her whole life. The only difference from a typical Slovak woman is her skin color. We found a beautiful overlap with Slovak culture in Natalia — her connection as a singer to the notorious folk song Slovenské mamičky, which we remixed into a contemporary club track.

Although we initially counted on reaching a handful of influencers, we did not expect that more than 100 of their Slovak colleagues from various fields would spontaneously join the campaign. In cooperation with Spotify we raised money for the non-profit People Against Racism. Over 16,000 different media outputs generated a truly incredible reach.