The Strategy

Aim/Challenge

The TV show La Casa de las Flores portrays the “perfect” Mexican family; however, we notice that this perfection is created by pressures of society to act a certain way. However, this comes with classist behavior such as rejection towards others from lower economic status.

We see classism and social pressure in Oranjestad the same way we see the De la Mora family trying to keep their reputation high. Arubans do so too as they do not want to destroy their “one happy island” reputation (Richardson 2020) and protect their tourism. Although from the outside Aruba looks like the perfect island with a mix of different cultures and classes co-existing (Sociological Organization – Aruba 8, s.f.), locally, classism is very present and subtle: gossiping, giving bad looks but also through not speaking to each other or even social distancing or bullying in high schools. “We do see in the high school how the top-level kids treat the low-class kids differently, like definitely bullying them and treating them differently from the teacher” (Interview 2 15:39)

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Local Group

Oranjestad teenagers from low economic classes suffer social isolation and bullying because of their social class. They relate with peers from the same socio-economic background and have a little relationship with higher classes. “Not that one group says anything to the other group” (Interview 2 8:28) They value freedom, respect, and honesty while seeing the importance of religion and family. Their media consumption is very traditional; newspapers, radio, and billboards. Facebook is their most used social media platform to communicate with friends where they have a big influence from American media. “We also follow the American news.” (Interview 2 14:38) This group also sees differences with other groups like Aruba as an island, “Yeah, religion definitely plays a big role in our family.” (Interview 3 5:26) or families as groups. They relate to cultural products such as mural art and or Calypso Carnival music.

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Big insight

We are known as one happy island, but we are not equal. Social pressure silences our voices against classism and discrimination to keep the “happy island.”

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Proposition

Start the conversation about the local impact of classist discrimination and break the silence.

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Tone of voice

• Empowering: for people to speak up
• Honest: to talk about hidden problems
• Inspirational: to help others start the conversation
• Determined: to change the narrative

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Considerations for the Campaign Deliverables

Brand Assets:

• The concept of family portrait as a concept for murals in Oranjestad
• From one mural to flower to give meaning to the murals the same way
• Connection with Aruban teenagers who are struggling with class discrimination

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Crossmedia plan:

During the carnival period between November and February, a total of 13 murals will be placed in a hidden spot in Oranjestad, parking lots, buildings all around the city.

These murals will come together with a flower path, each mural with a different flower as shown in the episode’s titles. The titles used in the episode can also be used to refer to the situation in Aruba with one happy island and classism: lies, gratitude, and pain—some of the symbols shown in La Casa de las Flores, lies as the lies Aruba tells themselves as everything is fine, pain that the discriminated group feels, etc.

These murals will look at normal sights just as murals portraying Aruban local portraits, tourists, carnival elements, etc., in a style similar to the portrait of Virginia de la Mora in the first season. Looking normal in plain sight is not to hurt the island’s image directly by addressing the issue of big inequality and discrimination as this might affect their economy.

That is why the mural can be scanned with a phone and together with AR, through the phone there will be a dance displayed together with Calypso-style music. This will come together with pop-up messages about classism in high school and social isolation, as well as a link to a platform called BRUNOS Stories where teenagers can share their experiences with classism and how this has shaped them. As well as a message from BRUNO saying how the negative consequences of classism and that everyone should celebrate calypso not only during carnival but every day.

Prelaunch through Facebook and newspapers in which little snippets of the location will be shared on Facebook with the hashtag #findthewall, and riddles about the location on the Newspaper. Later on, the locations will be shared more through more snippets, and the hashtag #bloomethetruth where users could share a picture of them with the wall and these 2 hashtags. Giving the first one to post with all the 13 murals free access to a month of free Netflix. All the pictures and videos will come together with calypso music.

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Local Considerations

• The creative teams should take into account the street art legislation.
• As well as where and in what location the mural and art flowers will be placed and ask permission to set up their pop-up mural there.
• Data protection laws such as GDPR or DLA (diaportedataprotectie, 2024)
• Make sure that the data is shared anonymously
• Liability Insurance to prevent any possible accident with the walls

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E&I Considerations

• The murals should be hidden throughout the whole city in both the wealthy and the poor sides of Oranjestad to make sure that people move across the city in different neighborhoods to find the murals.
• Inclusive representation in the mural of locals from Aruba but also the tourists.
• Multilingual content for the Stories shown in both Dutch and Papiamento (Weil, 2010)
• Choose locations that are accessible for all people including those with disabilities, and avoid putting the mural after stairs or small and narrow passages.