TASK

To develop a campaign that challenges hate speech and make society reflect on the impact of what we say.

PROBLEM

In Bulgaria, hostile and discriminatory language has become normalized and often goes unquestioned. Phrases like “How do I explain this to my child?” are frequently used to justify intolerance.

SOLUTION

The mirror effect - we flipped the parental question from “How do I explain to my kid why someone has two mothers?” to “How do I explain to my kid why someone hates?” We collected some of the toughest questions about hate and difference, and provided parents with answers developed in consultation with psychologists and specialists. The project turns abstract aggression into a human issue, helping children learn kindness instead of fear.

TASK

To develop a campaign that challenges hate speech and make society reflect on the impact of what we say.

PROBLEM

In Bulgaria, hostile and discriminatory language has become normalized and often goes unquestioned. Phrases like “How do I explain this to my child?” are frequently used to justify intolerance.