Lately the world has seen an increase in discrimination through mass media. this has caused people to become more prejudice than ever before. 75% of the danish population has a negative impression of romas and 45% has a negative impression of muslims.

The tiny ngo fair welcome set out the create awareness around that. with a low budget and unknown name, we knew we had to resolve to extreme measures to get the needed attention.

We see a senior citizen as he drives around at night. We here his thoughts which are all extremely discriminating and labelling.

Halfway through, the filme is rewinded and we start over.

This time his thoughts has changed. A single word in each line has been changed to an unbiased word and therefor changes the whole perception of his thoughts.

We close with the line:

A single word can change perception

Change it to an unprejudiced one

A press release was sent out in January 2016, when the film was posted and the website with the plug-in enabled.

Fair Welcome is a newly established NGO with very limited funds. There is no money for paid advertising. Conversely, the issue is ubiquitous and the campaign constantly topical.

We managed to get the message out through celebrities, bloggers and influencers and even the news site Euronews awarded the campaign with their 'One minute of responsibility' award, which gave the campaign a boost and made it reach further out beyond the danish borders..