Promoting Tolerance

A pro bono campaign that OgilvyOne Worldwide’s Los Angeles office created for the local office of a national human relations organization is being picked up outside Southern California.
The campaign, tagged “We open minds,” was crafted for the National Conference for Community and Justice. It launched in Los Angeles last fall, and is now being shared with the New York-based organization’s 63 offices nationwide.
A 30-second TV spot (shown here) features an ethnically diverse group of bus passengers, with their unspoken stereotypical thoughts about one another heard in voiceovers. The silence is broken–and the message of respect through communication made–when an Arab man offers his seat to a white woman.
A voiceover concludes, “Talking is the first step toward getting past stereotypes,” and NCCJ’s phone number flashes on the screen.
Volunteer media and marketing executives from Los Angeles, including Bob Klein of Klein& and Lynne Doll of Rogers & Associates, organized the media effort. –Angela Dawson