Raise awareness about the importance of language
Challenge
Already in childhood the seeds of discrimination can spreed, so language plays a key role in the construction of culture and the social representations it expresses.
Our campaign was not supposed to communicate a product, but to make families aware of the importance of a conscious use of words to raise children free from gender stereotypes and from a discriminating mentality towards diversity.
Promote a more aware and careful use of language
SOLUTION
With the teaser phase we drew the attention of the community to the issue of verbal discrimination. Then, through the video hero, we promoted a more conscious and attentive use of language.
Finally, we collected and shared the comments of parents, continuing to spread the importance of a more conscious use of words.
Key Facts
„The path taken by Humana on gender equality comes from afar, and the project saw has us very active over recent years. «Grow according to nature» mins grow up in a word free to express his or her natural potential, without being influencer by geneder stereotypes.“
Marketing and Trade Marketing Director
Humana Italia
Key Takeaways
#1
Thinking of language as a way to revolutionize culture.
#2
Starting from the words that are taught to children to break down gender stereotypes.
#3
Getting people involved is the best way to convey a message of values.
