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2019 ADC Awards - Advertising

The man who changed

Agency Scholz & Friends / Hamburg

Client Exit Program Saxony Germany
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Annual ID

ADC_ADV19131M

About the Work

In Germany an alarming number of "New National Socialists, or "Neo-Nazis", often willing to resort to violence, is gaining political and social influence. Extreme right-winged and racist groups are easy to join for young people. Often, a high level of general frustration and a lack of promising perspectives in life is enough of a qualification. However, it can be highly difficult and even dangerous for these people to exit an extremist group. Being seen as traitors many fear brutal acts of revenge. To help those young people (mostly men) think about their future and to finally leave those organizations and to start over is the task of EXIT PROGRAM SAXONY GERMANY. The campaign "The man who changed" shall make them think. Isn't there always a way to change yourself?