Tapping into complexity

Marketing today is more than a vehicle for sales; it has the power to shape cultural narratives and foster societal change. With that power comes responsibility—the responsibility to craft stories with purpose, authenticity, and nuance. In a world where cultural dynamics shift rapidly and a single misstep can provoke controversy, socially conscious messaging is no longer optional—it’s essential.

Yet silence, often seen as a safer option, carries its own risks. In an era of heightened consumer awareness, brands that fail to engage meaningfully in societal conversations risk fading into irrelevance. Today’s audiences expect more: they want brands to lead with cultural intelligence, take meaningful stances, and spark thoughtful dialogue. This demands courage and intentionality—bold action to challenge dominant narratives and spotlight diverse perspectives.

Few brands, however, are truly prepared to step into this space. In a polarized climate, addressing divisive issues with depth and care is not just challenging—it’s transformative. Slovak Telekom’s #Respekt campaign is a shining example of how a brand can navigate this complexity with authenticity, creating meaningful change in a divided society.

Slovakia is a nation grappling with deep polarization, where social and political divides have spilled into online spaces. For Slovak Telekom, a leading provider of digital infrastructure, this presented both a challenge and an opportunity. The digital networks they build connect people daily—but true connection requires more than technology. It requires mutual respect.

Recognizing this, Slovak Telekom launched #Respekt, a 2023 communication platform designed to confront societal divides head-on. The campaign began with a bold manifesto: respect is the cornerstone of unity. To bring this message to life, Slovak Telekom spotlighted prominent Slovak figures who endure daily disrespect, creating vivid, emotionally charged micro-worlds that showcased their struggles and resilience.

Among these voices were comedian Simona Salátová, known for her sharp wit in tackling social issues; tattoo artist Ivana Beláková and her partner Veronica, who challenge societal norms; actor Victor Ibara, celebrated for embracing his African heritage; and 87-year-old Instagram star Karolína, affectionately known as “Blue Grandma.” Even Archbishop Róbert Bezák lent his voice, sharing his experience with online hate.

Through these stories, Slovak Telekom not only shed light on societal divisions but also inspired dialogue and reflection. The campaign wasn’t just about starting conversations; it was about creating spaces where empathy could thrive.

Confronting Online Hate

The digital age has amplified Slovakia’s polarization, with hate speech saturating online platforms. Telekom’s technologies may connect people, but the company knew that true connection required addressing this toxic discourse. Through #Respekt, the brand tackled online hate speech head-on, illustrating how harmful narratives affect marginalized communities.

This wasn’t just a passive acknowledgment of the problem—it was a call to action. The campaign’s manifesto brought together an extraordinary cast of voices to challenge the status quo, with a clear and urgent message: mutual respect is the foundation of a healthier digital and social ecosystem.

The results were transformative. #Respekt became the most recognized campaign among Slovaks under 29, sparking unprecedented social media engagement. In its launch month alone, posts related to the campaign were shared over 2,000 times, accounting for 83% of all shares for 2022. The initiative didn’t just gain visibility; it resonated deeply, inspiring young audiences to reflect on the role of respect in their lives.

Comedian Simona Salátová summarized the campaign’s impact perfectly: “I’m proud to be part of a revolutionary campaign. The ideas I fight for in my free time now have a platform to reach a much larger audience. I tip my hat to Telekom for addressing topics we often avoid, even at family dinners.”

Daily Hate: Exposing Aggression Toward Journalists

The #Respekt campaign also confronted another pervasive issue: the rising hostility toward journalists in Slovakia. In an initiative titled “News That Nobody Wants to Read,” Slovak Telekom partnered with newsrooms to highlight the barrage of hateful messages journalists receive daily.

On World Press Freedom Day, these messages—often vulgar, aggressive, and dehumanizing—were published in a newspaper for the public to see. Ordinary citizens were then invited to read these comments aloud on camera, their reactions revealing the weight of the issue. The initiative was a powerful reminder of the human cost of unchecked hate speech, sparking conversations about the importance of respect in public discourse.