Black Salary Friday
Award: Wood Pencil
Wood Pencil / PR / Reactive Response / 2019
In Brazil, black worker’s salary is 47% lower than white ones. The Black Awareness Day and Black Friday happen in the same week. How to draw attention to racial equality when everybody is thinking about discounts? ID_BR (Brazil’s Identities Institute), a NGO for black rights, launched the Black Salary Friday campaign. A fictitious promotion offering a 47% discount when hiring a black person. We spread banners and videos announcing the sale. By clicking the offer, people discover how bad is the situation of black workers in Brazil.
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