“The consequence of the single story is this: It robs people of dignity. It makes our recognition of our equal humanity difficult. It emphasizes how we are different rather than how we are similar.”
– Chimamanda Ngozi Adichie, Author (2009)
This campaign visualizes the similarities that ethnic Danes and other ethnic groups have in everyday activities. Using typology as a foundation, the campaign seeks to simplify the complex problem of many Danes seeing themselves as being different compared with other ethnic groups, causing xenophobia. Presenting two different ethnicities encountering, similarities are shown instead of differences.
Hobbies and everyday activities are something that every human has in common, some might be different across cultures, but many are alike. I chose purposely not to work with traditions due to it being more culturally or religiously based, and therefore it is more personal for some.
The campaign unfolds as posters in public space, banners, information website, and social media accounts. The goal of the campaign is to enlighten the target group about similarities between them and ethnic minorities by bonding for better social cohesion. This is done through visual content with photos and taglines that use pathos as form of appeal. The call to action is to let the target group relate and reflect upon the common features between them and ethnic minorities. The visual content and the text are made to create curiosity. A website named after the campaign will have the function of an unknown sender, to constitute an impartial and neutral campaign.
