We join the celebration of Columbus Day with the launch of the "skin colors" campaign; a strategy that seeks that children to recognize the existence of different skin colors characteristic of Colombian multiculturalism.
The methodology is with a short book and a box of colors that the teacher will use to work in the classroom with children of first, second and third grade in the schools we support in Quibdo, Cartagena and Barranquilla. Through a beautiful story, children can color and recognize different skin shades.
This campaign aims to prevent discrimination and promote respect for racial diversity through understanding that skin color is not only pink, the characteristic skin tone of the color palette.
The result will be that the new generations will celebrating their differences rather than fighting for them.
The design of the campaign was conducted by advertising firm Sancho BBDO and the making of the promotional video was made by Imaginaria Films as part of its social responsibility policy.
See video in spanish in: https://youtu.be/ZCGMXY9fBqU