Description
This ad won a Silver in Young Cannes Lions Lithuania 2023.
There is a false stereotype that people with mental & cognitive disabilities are more likely to commit crimes. Even though they are responsible for only 10% of them, the media fuels this stigma by highlighting mental condition of perpetrators in crime news headlines. It strongly influences public opinion — 45% of Lithuanians rely on the media as their primary source of information about people with psychosocial disabilities.
Headlines often mention when an offender has a psychosocial disability, but they rarely mention when an offender does not. So, we use the media as a solution to the problem by creating a news portal that highlights when offenders do not have psychosocial disabilities, showing that most crimes are committed by those without disabilities. This helps educate the public and challenge harmful stereotypes.
The campaign is a spec campaign, and has not aired.
This student campaign titled 'News Without Stigma' was published in Lithuania in April, 2023. This 360° medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted about 2 months ago.
Credits
Creatives: Aidaras Lavrinovicius, Laura Malickaite
