FOLLOW JANE TO PARADISE
Social campaign against intolerance and discrimination
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.