National Geographic: Swap Prejudice for Knowledge, 2

Credits & Description:

Agency: Y&R São Paulo
Client: National Geographic Brasil
Creative Director: Rui Branquinho
Head of Art: Felipe Pavani
Art Director: Mariana Villela
Copywriters: Rui Branquinho e Marina Erthal
Photographer: Getty Images
Art Buyer: Monica Beretta e Stephanie Wang
Account: Vivianne Brafmann
Media Team: Gustavo Gaion, Marcello Bolla
Date: April, 2016
National Geographic Brasil and agency Y&R São Paulo launched a new campaign, “Swap Prejudice for Knowledge”, based on Snapchat’s ubiquitous Face Swap feature, which has taken social media.
With Snapchat’s Face Swap, the ad campaign is able to speak to everyone, particularly the younger audience, to express the message—swap your prejudice for empathy and knowledge. The ads aim to encourage people to set aside intolerance and antipathy and instead, choose to learn more about what they don’t know or understand. It also teaches people to realize that you won’t truly understand what someone is going through unless you fill their shoes. National Geographic hopes to gain more subscribers through this new ad campaign. National Geographic has taken this digital trend to print with its new campaign. Swap Prejudice for Knowledge’s five print ads feature individuals whose faces have been swapped.