{"id":23526,"date":"2022-12-14T22:03:08","date_gmt":"2022-12-14T22:03:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/these-santas-want-to-change-how-we-treat-people-all-year\/"},"modified":"2022-12-14T22:03:08","modified_gmt":"2022-12-14T22:03:08","slug":"these-santas-want-to-change-how-we-treat-people-all-year","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/these-santas-want-to-change-how-we-treat-people-all-year\/","title":{"rendered":"These Santas Want to Change How We Treat People All Year"},"content":{"rendered":"

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Colombian commercial banking company Banco de Bogot\u00e1 is breaking traditional holiday<\/a> messages with its \u201cChristmas changes us, let\u2019s stay that way\u201d campaign, which aims to raise awareness around discrimination and disability<\/a> all year. In collaboration with agency Fant\u00e1stica, the campaign encourages kindness year-round and highlights issues happening across the world, especially in marginalized communities.<\/p>\n

As a way to bring awareness to discrimination, Banco de Bogot\u00e1 and Fant\u00e1stica developed two minutelong spots about Santa, directed by Juan Rueda and produced by Akira Cine. One spot tells the story of a man in a wheelchair who is unable to find a job in Colombia due to his disability. The man eventually lands a job dressing up as Santa and spreading holiday cheer. The other spot shows a Venezuelan man\u2019s struggles with discrimination in Colombia as he continuously gets rejected while searching for work. Through his own Santa experience, he finds hope in the symbolism of Christmas. <\/p>\n

Illuminating change<\/h3>\n

Both spots highlight the societal notion that during Christmastime, people are more inclined to treat people with kindness. However, the change in attitude should not just apply to the holiday, but throughout the year.<\/p>\n

\u201cWe decided to create two films, one to tell the story of a Venezuelan who suffers in a country where he is discriminated against because of his accent, where nobody gives him a job, where he is rejected and where many seem to forget the crisis that Venezuela is going through,\u201d Alejo G\u00f3mez, director general creative at Fant\u00e1stica, said in a statement. \u201cHe decides to dress up as Santa and go out to give in a country predisposed to reject him and watch him beg.\u201d<\/p>\n

The other spot in the campaign is \u201cthe story of a man who has been standing still for 11 months, not because of his wheelchair, but because in Colombia it is almost impossible to get a job when you have a special condition,\u201d G\u00f3mez added. <\/p>\n

The pandemic has changed not only the way people celebrate the holidays, but also how brands use their platforms to spread powerful messages around crucial issues. Brands such as Depaul U.K<\/a>, P&G<\/a> and Degree<\/a> have all made efforts toward raising awareness around disability, homelessness and discrimination. Banco de Bogot\u00e1 aims to be a leader in creating inclusive, environmental and sustainable policies in Colombia. <\/p>\n

You can view both spots on the brand\u2019s YouTube channel. <\/p>\n

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