People make snap judgements all the time. They grab something they’ve read or something they’ve seen without exploring what’s behind it. Fake news, fast news and filter bubbles are big challenges within today’s media landscape. They all create a narrower, twisted view of our world and have led researches to warn against growing prejudice in our societies.
The solution is unbiased and well-researched journalism.
That is the message that Swedish agency, Stendahls, was given to communicate on behalf of Stampen Media.
But a lot of messages like it have been sent out by various media companies throughout the world. Srtendahls challenge was to make Stampen Media’s strikingly different. The agency decided to focus on the newspaper’s readers. To create awareness of the growing prejudice in societies and the polarisation that it inevitably leads to.
The campaign is called Visible Thoughts and it’s a gutsy social experiment that forced people to confront the superficial judgements they make.
During the experiment, people on the street were invited to sit down on a chair placed in the middle of a shop window in a busy street in Gothenburg, exposed both to passers-by and people following the event online. People were then able to label the person in the shop window by answering a set of questions – knowing nothing about them bar their appearance.
The answers were projected in real time in the shop window and online.
The goal of the campaign was to start conversations around prejudice and to encourage people to want to get to know one another, outside of their own bubble. If we can make people realise that we all carry prejudice, we can also increase tolerance for what is considered different.
Client: Stampen Media
Agency: Stendahls, Gothenburg, Sweden