Adults get used to inequality, but children just won’t put up with it.

The Observatoire des Inégalités provided us with data on various social inequality issues and we adapted the information to a game of Monopoly to highlight the various problems.

We brought various groups of young children together to play what looked like a traditional game of Monopoly…but wasn’t.

Normally the rules are the same for everybody, but we changed them slightly, based on the data provided by the association, making the whole experience unfair for some of the players.

As these new rules were based on real facts and figures, the aim was to make people realize the importance and consequences of social inequality in France.

The children’s reactions to these data-based rules were a perfect reminder of how unfair society can be.

We brought groups of children together to play Monopoly with a difference – we had added various rules, each of them related to a form of social inequality and all directly based on facts and figures collected by the Observatoire des Inégalités, e.g. girls earning less than boys.

The film shows the children’s reactions to the new game and was broadcast on social media platforms as a way of raising awareness among French people between the two rounds of the French presidential elections.

A Social Board Game attracted widespread media coverage for a media budget of 0,000000€.

Given the fact that its main subject is social inequality and that we chose to launch it during the French presidential elections, we managed to give to our audience content that they could share and speak about enthusiastically.

We had 15 000 000 views across social media in the first 10 days, 500 000 Facebook shares and hundreds of press articles (Le Figaro, The Huffington Post, Les Inrocks, 20 minutes, Le nouvel Obs, Mediapart, Unworthy, Fubiz etc. but also women’s magazines like Mademoizelle, Biba, Au Féminin…).

We also fulfilled our objective which was to make social inequality one of the main topics during the elections.

On launch day, “Inequality” became a Trending Topic France on Twitter with more than 7000 tweets. (More than 10 000 tweets after 10 days).

Another key success is that we tripled the number of visitors to the website during the campaign (+267%).

We believe the reason for this success resides in the simple way we used to speak about social inequality. The children’s reactions to unfairness in the adult world were a very efficient way to make our point and to build an emotional bond with our audience.

The campaign exceeded our expectations and went beyond France to reach countries such as Italy, England, USA, Brazil, Portugal, Japan etc…Social Inequalities are now more than ever everyone’s business.