Do you know what a hate crime is? from Latte Creative on Vimeo.

In order to increase the awareness around hate crimes, we created a script that provides a clear definition of them and engages the audience by emphasizing the importance of reporting. The challenge of this campaign was to convey the same message to very different targets: civil society, institutions and teenagers. For this reason it had to be emotional and accurate at the same time.

Another challenge concerned the representation of crimes and their protagonists: to avoid extreme language and violent scenes we had to come up with several metaphors, such as the crime pinned board and the target shapes. On the other hand, since hate crimes are based on bias and discrimination of ethnicity, age, gender, sexual orientation, we were asked to represent the different categories of people: a wide research led us to find simple, neutral face and body shapes to which we added some details and changed the main colors, so that all physiognomies could be symbolically represented.

We also provided English subtitles for a deaf audience, transposing sound effects and music variations and adapting the script to the standard length and difficulties for these viewers.