Social campaign against intolerance and discrimination

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How can a simple gesture become a movement against intolerance and discrimination? To answer that question we started to establish the hashtag #ClapForCrap to become a digital tool as an answer to discrimination in the digital world. To leverage this simple idea to the offline world we established the “slow-clap” which only weeks later got picked up by Nancy Pelosi and told in our clip that got a lot of attention on youtube as well as by the media. 

By generating GIFs we found an easy tool to activate the community and give appointing discrimation a much more easy style. 

 

My Role in the #clapforcrap project was Creative Direction.