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2015 One Show - Social Media

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

150456A

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. Motivated by banners and bananas, the neo-Nazis went the full distance and raised € 10,000 for EXIT-Deutschland to help their own members abandon the movement (collected from citizens and regional companies beforehand). But that was just the start: Because, as the neo-Nazis set off, so did a meticulously planned social media campaign. Via Twitter, Facebook and carefully chosen, previously informed multipliers. Within a short time, #RechtsgegenRechts (#NazisagainstNazis) stormed the Twitter charts, while our YouTube video was shared and commented on thousands of times.