{"id":1039,"date":"2022-04-01T19:52:27","date_gmt":"2022-04-01T17:52:27","guid":{"rendered":"https:\/\/prclinic.eu\/case_study\/true-colors-of-slovakia\/"},"modified":"2022-04-01T19:54:20","modified_gmt":"2022-04-01T17:54:20","slug":"true-colors-of-slovakia","status":"publish","type":"case_study","link":"https:\/\/prclinic.eu\/en\/case_study\/true-colors-of-slovakia\/","title":{"rendered":"True Colors of Slovakia"},"content":{"rendered":"<div id=\"div_block-11-185\" class=\"ct-div-block\" ><h2 id=\"headline-41-173\" class=\"ct-headline\"><span id=\"span-42-173\" class=\"ct-span oxygenberg-span-42-173 oxygenberg-element\">Background and objective<\/span><\/h2><\/div>\r\n\r\n\r\n<p>We saw this campaign as a&nbsp;breakthrough in Slovakia. It raised the sensitive topic of hidden racism and intolerance, which could not only be felt in the air, but could be seen primarily in online discussions. The fact that \u201cwariness\u201d towards people of a&nbsp;different skin color is still present in our country, and that the country under the Tatras lives more by prejudice than by colors, was confirmed by a&nbsp;national survey. Even though Slovaks today have different skin colors, it is still very surprising to&nbsp;hear someone with dark skin speak pure Slovak.<\/p>\r\n\r\n\r\n<div id=\"div_block-11-185\" class=\"ct-div-block\" ><h2 id=\"headline-41-173\" class=\"ct-headline\"><span id=\"span-42-173\" class=\"ct-span oxygenberg-span-42-173 oxygenberg-element\">Main challenge<\/span><\/h2><\/div>\r\n\r\n\r\n<p>To show that Slovakia is diverse and that it suits us, we chose Natalie Dong, born in Dubnica nad&nbsp;V\u00e1hom, as the face of the campaign. She is Slovak, speaks Slovak, has a&nbsp;Slovak mother, and has lived in Slovakia all her life.<\/p>\r\n\r\n\r\n<div id=\"div_block-68-173\" class=\"ct-div-block\" ><h3 id=\"headline-69-173\" class=\"ct-headline\">What makes her different from a&nbsp;typical Slovak woman, however, is her skin color.<\/h3><\/div>\r\n\r\n\r\n<p>In Natalie we found a&nbsp;wonderful overlap with Slovak culture. It was her connection as a&nbsp;singer to&nbsp;the notorious folk song Slovensk\u00e9 mami\u010dky, which we remixed into a&nbsp;contemporary club track.<\/p>\r\n\r\n\r\n<div id=\"div_block-11-185\" class=\"ct-div-block\" ><h2 id=\"headline-41-173\" class=\"ct-headline\"><span id=\"span-42-173\" class=\"ct-span oxygenberg-span-42-173 oxygenberg-element\">Overall results<\/span><\/h2><\/div>\r\n\r\n\r\n<p>Although we initially bet on reaching out to&nbsp;a&nbsp;handful of influencers, we didn\u2019t expect more than 100 of their Slovak colleagues from various fields ranging from lifestyle to&nbsp;politics to&nbsp;spontaneously join the campaign. We agreed with over fifty Slovak artists and created a&nbsp;branded playlist of tracks about tolerance or racism, all with a&nbsp;party mood. In collaboration with Spotify, we raised money for the non-profit organization People Against Racism. The themes of Slovakness, race, and nation have thus penetrated the mainstream. The campaign was written about, talked about at work, in the pub and among families, became the subject of talk shows on TV and radio, and even provided the lyrics for rap tracks or ethics education in schools. Over 16,000 different media outputs helped generate a&nbsp;literally incredible reach.<\/p>\r\n","protected":false},"featured_media":0,"template":"","class_list":["post-1039","case_study","type-case_study","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>True Colors of Slovakia | PR Clinic<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prclinic.eu\/en\/case_study\/true-colors-of-slovakia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"True Colors of Slovakia | PR Clinic\" \/>\n<meta property=\"og:description\" content=\"We saw this campaign as a&nbsp;breakthrough in Slovakia. 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