Campaign details
Brand: The Global FundClient: The Global FundAgency: M&C Saatchi
In Africa, brutal bias against minorities like gays and lesbians costs lives. We proved that prejudice can change fast. Not in decades. Not in years. In weeks.
In a fascinating twist on Thinking Fast and Slow, our work suggests there is an intuitive 'System 1' morality and a deliberative 'System 2' morality that later rationalises our intuitive moral decisions.
We learned that rational arguments for acceptance - such as 'we're all the same inside' - do not work. Instead, we learned to...