Brand: The Global Fund Client: The Global Fund Agency: 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 fasci our work suggests there is an intuitive 'System 1' morality and a deliberative 'System 2' morality that later rationalises our intuitive moral decisions.