Equal opportunities: Job interview

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Released:	June 2009
Advertiser:	PRIME MINISTER'S OFFICE
Brand name:	EQUAL OPPORTUNITIES
Agency:	ACG.HEY
Country:	Hungary
Category:	Public awareness messages
Awards:	Golden Hammer 2009 TV Diploma

Credits:

Description / Synopsis
Campaign Summary

As compared to the most developed Western Sates of the European Union, Hungary has a considerable backlog in its integration of disabled people. Beyond the removal of physical and legal impediments, what we strive to change with this campaign is the general approach and attitude of “able-bodied people" in order to educate them to recognise disabled persons as full members of society. On 3 December 2008, the International Day of Disabled Persons, the Hungarian Government therefore launched a campaign to reduce prejudice against disabled people. The main message of this campaign is that disabled people are fully-entitled members of society and they have equal rights and opportunities to a live a life of full value.

Context
Objectives

In the short term: Generating a social dialogue on the problems of the disabled persons in the media, within the networks of the on-line communities, with the involvement of the civil organisations. In the long term: Shaping and changing the attitudes necessary for the social integration of disabled people and reducing discrimination. Results: There were plentiful posts in connection with the campaign matterials in the blog of the campaign and in other online communities and fora, thus fulfilling our short term goal of generating a social dialogue. One example of the numerous posts by a blind person: „I think it was the first ad for long that got the point and did not try to let the majority know, in a namby-pamby and school like way, what to do when they come across a blind person or dare to think of them, filled with pathos, commiseration or an overheated sense of mission. It does not educate or indoctrinate, just opens the first blind in an Advent calendar with several thousand windows, behind which – see the wonder! - there is the same Jesus sleeping in the manger as in the Illustrated Bible for the sighted … Because one does have to provoke, and only from the TV screens, permeating deeply into cosy armchairs, family nests, movies, shopping malls and pubs.

Philosophy/Solution
Strategy

Impairment of one ability does not in itself count as disability – it is only turned into a disability by the approach of society. – This was the central thought underlying the creative strategy, displayed in each film from a slightly different angle.
The spot titled “Job Interview” confronts us with one of the main forms of discrimination present in our society through a reversed world: while around six per cent of the population has some kind of disability, their proportion in employment is only a fraction of this.
In the film titled “Argument” we find ourselves in the middle of a noisy jealous fight, and it is only at the end, when it becomes obvious that both spouses are blind. Through this situation – which is not pleasant for the viewer, but occurs every day – we give emphasis to our message: disabled people are just like anybody else, they are equally able to run their lives, to worry, to love or to fight.
In the spot titled “Bed Time Story” one can see a magical fantasy world. Only the end makes it obvious that a father, using sign language, tells a tale to his daughter, who has the same colourful and lively experience as if she could hear the story.
In the advert titled “The Office” we set the innocent and positive outlook of a young man with Down Syndrome against the negative outlook of “able-bodied” people surrounding him. Through this strong contrast we would like to draw attention to the prejudice against disabled people.

The media strategy was strongly influenced by the fact that, due to the economic crisis, we could use hardly 30% of the originally planned budget for the campaign. Thus the ATL campaign consists of four one-minute spots. (In Hungary it is still the television that can reach the widest audience at the lowest nominal media cost, and due to its genre a film is the most suitable tool to influence emotions.)

By using our media budget of HUF 35 million (c. EUR 117,000), we managed to implement a media campaign of HUF 150 million (c. EUR 500,000). (The budget of an average one-month media campaign in Hungary is around HUF 100 to150 million (c. EUR 340-500,000)
This campaign, with a duration of slightly over one month, was selected by three significant professional Internet fora as one of the best three campaigns of 2008:
- The campaign was awarded the first place in the competition of the economy sub-site (mfor.hu) of the most visited Internet news portal in Hungary (origo.hu).
- In the poll by Kreativ.hu, the Internet blog of the advertisement professional periodical Kreatнv, the campaign finished in third place.
- At the site of addict.blog.hu, one of the most visited Hungarian advertisement blogs, the campaign achieved the highest score ever and thus became the best of the last year.

Title "Job interview"
Agency ACG.HEY
City Budapest
Production Company: Cinematrixfilm
Advertiser Prime Minister's Office
Brand Name Prime Minister's Office
Product Name Equal opportunities
Business Sector Institutional/Public Interest/Non-Profit Org.
Campaign Name Social Acceptance of people with disabilities (See the campaign)
Date of First Publication N/A
Country of Production Hungary
Language English
Type Television & Cinema
Length 60 seconds
Tagline Thousands of disabled peoplego through this in Hungary, The real handicap is not to give each other a chance at all.
Awards EACA Care Awards, 2009 (Winner) for Government Bodies and Related OrganisationsInternational Advertising Festival "Golden Hammer", 2009 (Diploma) for Social
Creative Director: Peter Tihanyi
Art Director: Orsi Juhasz, David Spah, Gabor Herendi, Attila Gigor, P.Sparrow
Copywriter: Peter Tihanyi, Boglarka Onody, Attila Nyeki, Cecilia Pillis