The Romani people call in front of the Google, Meta and Netflix Polish headquarters
The Romani people call in front of the Google, Meta and Netflix Polish headquarters
In Poland, a country where we are finally talking more and more about equality and tolerance, there are still ethnic groups that are treated in a stereotypical and prejudiced way. One of these groups are the Romani people. According to various and not entirely accurate sources, there are between a dozen and 30,000 of them in Poland. Publicis Worldwide Poland has decided to launch a public debate on the issue and give the Romani people the opportunity to speak out.
On the streets of capital of Poland, Warsaw, billboards are calling on tech giants Google, Meta and Netflix to improve their services and products to be more inclusive of Romani people. The slogan of the campaign is #StopRomophobia. One of the billboards, located at Rondo Daszyńskiego, calls on Meta to add the Roma flag to its emoji library.
A project for Google's first ever Roma Doodle has appeared on a billboard in Towarowa Street. The doodle could appear on Google's homepage on 5 November, International Roma Day. The doodle was designed in consultation with the renowned Roma artist Malgorzata Mirga-Tas.
A message referring to the popular TV series ‘Infamy’, which recreates many clichés about Romani people, was displayed next to the Netflix mural at the intersection of Krucza Street and Aleje Jerozolimskie.- The billboard is calling on Netflix to show this ethnic group without hurtful prejudices.
"The fight against stereotypes is possible through the visibility of the Roma culture and community. We encourage companies such as Meta, Google and Netflix to help and take initiatives to ensure that Roma people can fully benefit from their services and products," says Joanna Karwowska-Koza, Strategy & Growth Director at Publicis Worldwide Poland. Karolina and Karol Kwiatkowski of the Central Roma Council add: “According to data collected during the 2021 population census in Poland, more than 13,000 people identified themselves as Roma. The Romani people, in all their diversity, are the largest ethnic minority in Europe and face poverty and social exclusion. We can speak of the phenomenon of so-called Romaphobia. Its consequences include discrimination, long-term unemployment, lack of health care, difficult access to education or housing".
The Central Council of Roma in Poland commissioned the billboards. The implementation of the campaign is handled by Publicis Groupe brands: Publicis Worldwide Poland created the creative concept and strategy, while media was planned and bought by Spark Foundry.
For further information, please contact:
Kamil Osękowski, PR Specialist Publicis Groupe,
kamil.osekowski@publicisgroupe.com
Justyna Wach-Ślusarska, Communications Director Publicis Groupe,
justyna.wach-slusarska@publicisgroupe.com
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Publicis Worldwide Poland is the communication partner for brands. It helps to create their unique proposition, nurtures their development and ensures that their value grows through a distinctive, consistent narrative and a long-lasting relationship with the consumer. We allow brands to find a unique way to communicate and create a consistent experience at every stage of the consumer path. The agency structure consists of Publicis Poland, Publicis Lion, Publicis Health, Publicis Consultants and Arc.
At Publicis, we believe in Curiosity - it is through Curiosity that we get to the root of our clients' business challenges, are able to propose effective solutions, discover unique insights and create valuable and effective communication strategies in response to each brief. We have our own working methods and proprietary tools for creating effective communication strategies, such as Consumer 360, Creative Spiner or Brand Purpose Activator - thanks to them, whether we are creating a digital campaign, an activation or an app we can be sure that we have used 100% of the power of curiosity in the process to create an exceptional campaign. Over the years, we've proven we're one of the most effective communications and business partners in Poland - loyal, long term clients speak for us and we've won over 40 Effie statues, including the most important Grand Prix, 5 statues in the Long Term category and three podiums in 2021, 2020 and 2018 for the most effective agency in the country. In the 20th anniversary Effie ranking, we were among the 20 most awarded agencies in Poland.
In 2023, our curiosity led us to be recognized in international and Polish competitions: two golds at MIXX Europe, 2 silvers and 2 bronzes at Caples, 2 shortlists at Cannes Lions, a bronze at LIA, 4 silvers and 2 bronzes at KTR, a silver, 3 bronzes, and 2 shortlists at Golden Drum, as well as a TOP 10 ranking in creative agency rankings, a title and 2 distinctions at M&M Global, a silver and a bronze at Gerety, the main prize and 3 distinctions at Golden Arrow. In 2022, we won a bronze Lion at Cannes Lions and 4 shortlists, a silver and 2 bronzes at the Kyiv International Advertising Festival, as well as a gold at Mixx Awards Europe, 3 bronzes at Caples Awards, and a nomination at The Andy's, and in Poland: 3 distinctions and 2 main prizes at Golden Arrow. Additionally, in 2023 and 2022, we received the titles "Long-distance runners" and "The Power of Creation" in the MMP rankings. In 2021, we won 3rd place for Agency of the Year and 3 silvers, including in the Long Term Marketing Excellence category at the EFFIE competition, Best in Show, 2 golds, a silver, and 2 distinctions at MIXX, 5th place in the advertising agency rankings at KTR, Charity of the Year, 2 golds, 2 silvers, 2 silvers in Innovation, 2 distinctions and 2 main prizes at Kreatura, a statuette at Golden Arrow, and 2 distinctions. In the international Cresta competition, we received a bronze in the B2B campaign category and 2 nominations in the innovative use of social media and healthcare services categories.
Publicis Worldwide Poland is part of Publicis Groupe Poland, an integrated communication platform that provides clients with instant access to services, competencies, talents, and modern tools that support their marketing and business goals. In times of market transformation, we help our clients undergo business transformation.
Publicis Worldwide Poland's clients include Nestlé Polska, Sanofi, BNP Paribas Bank Polska, PG Health Europe, PGE, Mondelez (Prince Polo, Nussbeisser), Pru, Garnier, PKP Intercity, Animex, Barilla, Wasa, Danone/Nutricia, Maspex/Tymbark, Paul Hartmann AG, Renault Polska, and the K.I.D.S. Children's Hospital Innovators Club.