During communist rule, disabled people were hidden from the rest of Czech society.
And things aren’t much different almost 30 years later. Erste Bank, the oldest and largest Czech bank, decided it was time for a change.
In order to turn the abandoned village of Neratov into a flourishing, self-sufficient community with equal opportunities for all, Erste Bank created a campaign as inclusive as the village itself. Y&R Prague launched an integrated campaign developed together with the people of Neratov, transforming the village into one of the most visited places in the Czech Republic and changing the perception of disability.
The campaign reached nearly 8 million viewers, drove a +65% increase in tourism to Neratov and stimulated more than $9M CZK in income growth.