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2015 One Show - Cross-Platform

Nazis against Nazis – Germany's most involuntary charity walk

Agency GGH LOWE GmbH / Hamburg + Grabarz & Partner Werbeagentur GmbH / Hamburg

Client ZDK Gesellschaft Demokratische Kultur GmbH
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Annual ID

150458A

About the Work

For 15 years, the initiative EXIT-Deutschland has been successfully helping neo-Nazis quit the far-right community. Yet, it receives too little attention and too few donations. Many cities in Germany fight against right-wing extremism too: neo-Nazis subvert the right for demonstrations and overrun them. We surprised the neo-Nazis during their annual march in Wunsiedel and turned the demonstration secretly into something positive: a charity walk. For every meter the neo-Nazis covered, € 10 went to EXIT-Deutschland (collected from citizens and regional companies beforehand). To ensure the action's success, the whole thing was kept secret from the neo-Nazis until they set off. After just a few meters, we ambushed them with classic charity walk features such as banners and bananas. In the end, all sides got what they deserved. Wunsiedel positive PR, EXIT-Deutschland not only € 10,000, but also global publicity and the neo-Nazis the chance to leave the far-right community.