Kids are born without any kind of prejudice; they only inherit them from their parents. To check this out, on December 23rd 2015, Gran Estación, one of the most important shopping centres in the country, decided to change Christmas most representative icon, Santa, for others: a gay Santa and an African American Santa with physical disabilities. With that, we caused quite an impact in all the parents that went along with their children, also teaching them a lesson of inclusion: kids only see Santa.

In one of the most important shopping centres in the country, we changed the traditional Santa who sits there every year for other Santas: a gay one and an African American one with physical disabilities, so we could share a message of inclusion. When the children saw them, they ran and tried to hug them immediately, because they don’t have prejudices, they only inherit them from their parents that reacted with rejection of what they were seeing. This was all documented with hidden cameras and uploaded to Social Media.

Our most important result was the change of attitude of the parents in the shopping centre during the action; the message hit them directly because their own children delivered it.

We achieved awareness for the brand and a large amount of followers in Social Media.