Discrimination is still among us: six video stories for the Advocate of the Principle of Equality

We started with an analysis of the Advocate's communication so far. It was largely academic: messages about decisions and constitutional reviews that are legally precise but do not reach people. Yet discrimination is not abstract. It happens at school, at work, in the waiting room, often in passing and behind the back of the person it hurts.

To help the public understand the problem and also feel it, we proposed a shift to a more emotional, human approach through video, for television and digital media.

Each story rests on a sharp contrast. On an empty, softly lit set stands a person from a group that often faces discrimination, calm and warm. From the background comes a harsh, judging voice of prejudice that this person does not hear. The viewer does hear it, and may even recognise themselves in it.

Each video ends with the call to action, the Advocate's contact details and the umbrella slogan: Every one of us has the right to equal treatment.

For each role we ran an open casting call followed by a live casting. We looked for people who would come across as genuine on camera, without playing the victim. The production book set the look: the play of light, neutral colour tones and close portraits. We also produced radio ads.

In the longer web versions, the Advocate follows each story by explaining what the law says and how the office can help.

The six video stories have passed 347,000 views on the Advocate's YouTube channel, and the ads passed 2.5 million impressions on YouTube, Facebook and Instagram. On YouTube, about four in ten views lasted to the end of the video. Today the Advocate talks about discrimination through stories too, not only through decisions.