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2016 One Show - Cross-Platform

The Namechanger

Agency Jung von Matt AG / Hamburg

Client Deutsches Kinderhilfswerk
BACK TO RESULTS

Annual ID

CP16048M

About the Work

Kids bullying is not a new phenomenon. But social media platforms like Facebook or Twitter made it worse. Children are segregated, labeled and named. How can the German Children´s Fund “Das Deutsche Kinderhilfswerk e.V.” raise awareness for kids bullying and empower the children at the same time? At the Hero Cup in Hamburg former soccer stars surprised the fans in the stadium: They changed their jersey names to the nasty nicknames of their childhood. The players also changed the names of their social media profiles and made the #namechanger a trending topic. The match was broadcast live on German television and attracted a huge media interest. It was featured in Germany’s biggest newspaper and on popular TV channels, Blogs etc. The campaign reached over 10 million people in total. The football heroes sent an empowering message to all kids: „We’ve beaten the bullies and so can you!“