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Category
Non-Profit - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16016B
About the Work
Task: EXIT-Deutschland, the German anti-fascist initiative, can only continue its work with the aid of donations. A commitment that is more important than ever, as millions of refugees seek protection in Germany. Some Germans react to them with sheer hatred. We set ourselves the task of proactively responding to the hatred while raising funds for EXIT. Idea: DONATE THE HATE, the involuntary online donation. Every hate comment on Facebook generates €1 for EXIT. Solution: We have programmed an innovative Facebook tool that enables us and our supporters to respond to hate comments in real time and an automated, personalized way. The idea has spread internationally via social networks – without a single Euro of media spend. The campaign’s hashtag reached millions of people. Therefore we’re winning many more organizational and individual supporters for our cause. And we’ve been able to respond to more than 6,000 hate comments and raise more than €14,000.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Grabarz & Partner / Hamburg
PR / Marketing Agency
ZDK Gesellschaft Demokratische Kultur gGmbH / Berlin
Art Director
Tobias Lehment
Florian Kronenberg
Matthias Preuss
Chief Creative Officer
Ralf Heuel
Creative Director
Jakob Eckstein
Matthias Preuss
Producer
Axel Döpner
Digital Artist / Multimedia
Boris Horn
Ulrich Erdmann
Richard Pietsch
Creative Team
Ina Bach
Joelle Timores
Fabian Wichmann
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