Government Office for Human Rights and Rights of National Minorities in the Republic of Croatia
Our challenge was to encourage citizens of the Republic of Croatia to accept citizens of Third World countries, who require international protection. This includes creating a positive change in attitudes, feelings, and behaviors toward refugees and getting our citizens to know their potential contribution to our country’s culture, society, and economy.
We were thankful for the opportunity to create a message that can impact the life quality of Third World citizens. So we came up with a campaign that deals with ourselves, and that shows that we’re not such a closed population as we think we are.
The culture of one country does not know of borders. It simply doesn’t function as an isolated and self-sufficient system. Instead, it’s being created from different influences and ideas, just like a melting pot.
Throughout history, we also enriched our culture with the whole palette of food, traditions, and products from other populations, that became an irreplaceable part of our everyday lives. They became ours. And we thought that it was time to create a welcoming society once again.
In our campaign, we used food, traditions, and products that we consider to be ours, but they came from other countries like their name says: Turkish coffee, Swedish table, and French kiss are just some or many terms from “our” everyday lives. Wouldn’t it be nice to live in a society that would accept Syrian hospitality, Iraqi dolma, and Iranian naan in the same way? By accepting others, we are enriching ourselves.
We sent an appeal to all citizens of the Republic of Croatia through OOH and digital channels, without expecting that it would solve the problem overnight. But, even if only one Third World citizen would be better accepted in Croatia, we did our job well.