Cannes Lions

INMIGRANT INTEGRATION IN THE SPANISH LABOUR MARKET

WYSIWYG COMUNICACION INTERACTIVA, Madrid / CRUZ ROJA / 2003

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The objective of the campaign was to promote the integration of immigrants in the Spanish labour market trying to eliminate the prejudices that are shown towards the different groups that look for work in Spain. Through the concept 'You do it too', we put forward to the Spanish user a situation in which he himself is watched by other ethnic groups through stereotypes and prejudices. This way we show him that these affirmations that surprise or even offend him are from the very same kind as those many Spanish people apply to immigrants and due to the same reason: ignorance.

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