| Titolo | Cleaning Lady |
| Titolo (Lingua Originale) | Femme de ménage (anglais) |
| Agenzia | Publicis Conseil |
| Campagna | Babies - LICRA |
| Cliente | Licra |
| Marca | LICRA |
| Posted | Aprile 2010 |
| Settore | Istituzioni/Associazioni |
| Slogan | Your skin color shouldn't dictate your future. |
| Slogan (Lingua Originale) | Notre couleur de peau ne doit pas déterminer notre avenir |
| Trama | Founded in 1927, LICRA has since been on the front line in France and abroad, in the constant battle against the despicable, against racism, against anti-Semitism, against all discrimination and to promote equality among citizens. LICRA is fighting against the dangerous casual day-to-day trivialisation of racism and tries to speak out for what a discriminated person has to experience in silence. It calls upon the authorities to become alert to the affront to dignity that victims may experience every day, because of their real or perceived origin, through repeated identity checks, the rejection of a CV or problems finding housing etc. |
| Filosofia | OBJECTIVES In order to raise awareness, address and make a difference regarding these issues which embitter social relationships, LICRA, with the support of Publicis Conseil and the assistance of the French media launched this new communication campaign in 2009. This nation wide campaign is aimed at raising awareness and contributing to a proactive commitment of public opinion to fight discrimination. STRATEGY Despite what the French Republic boasts at its town halls, we are not all equal. According to the colour of their skin, their origin or religion, some will find it more difficult to find their way into French society. Fortunately, their future is not preordained! But lets be honest, a black immigrant with few resources is much more likely to end up working as a dustman than is a white person. While trying to summarise this injustice, we discovered this visual shortcut. Like any shortcut, it is no doubt simplistic. But like all advertising, the goal here is not to make a speech but to engage the audience. To force the public out of its apathy and encourage them to react. To rebel. In any case, we want to put racism at the centre of discussions and to make sure the mikes are turned towards LICRA. This campaign may please or displease, but it will not leave people indifferent. And indifference is precisely what allows racism to flourish. The colour of our skin still too often decides our future. Your future seems to be determined from birth if your name is Mohammed or Aboubacar. Based on this particularly unfair observation, together with LICRA, we have designed a simple but powerful campaign featuring babies whose future is already mapped out. MEDIA BUDGET No budget, all the advertising space has been provided free of charge by partner networks such as Métrobus or by local authorities. TARGET AUDIENCE The general public. A captive target audience who take time to take in their surroundings. |
| Problema (Lingua Originale) | La LICRA se bat contre la dangereuse banalisation du racisme au quotidien et veille à mettre au grand jour ce que peut vivre dans l'ombre une personne discriminée. |
| Tipo di Media | Billboard |
| Market | Francia |
| Creative Director | Olivier Altmann |
| Art Director | Pascale Gayraud |
| Copywriter | Fabrice Dubois |
| Casa di Produzione | Elysian Fields |
| Account Manager | Gaëlle Morvan |
| Photographer | Yann Robert |
| Digital Retoucher | La Souris sur le Gâteau |
| Art Buyer | Jean‐Luc Chirio |
| Print Producer | Jean‐Luc Chirio |
| Advertising Manager | Richard Serero |