The One Show

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2022 One Show - Creative Use of Data

Fight sexism with sexism.

Agency thjnk AG / Hamburg + thjnk München GmbH / Munich

Client Ursula Karven/ Frauen100/ hell & karrer communications GmbH


Data Visualization / Dynamic / Responsive

Annual ID


About the Work

Petition C190, initiated by German actress and activist Ursula Karven, aims to enforce a law to protect against sexism in the workplace. Because unfortunately even in 2022 sexist comments and harassment are still frequent in Germany. So, every signature of the Petition C190 brings the country closer to the goal of eliminating its serious problem of sexism. Fighting sexism with sexism, this awareness campaign inspired people to sign the Petition C190: Digital billboards confronted Germany with typical, sexist statements. These phrases were covered bit by bit with digital signatures until they were no longer visible. Because every single signature counts, every person is a relevant member of the target group. That is why public spaces were chosen to place the billboards in order to be easily accessible for everyone to sign. Via QR code, people could instantly sign the petition and join the movement. The impact of each individual signature is highlighted by using digital billboards: The dynamic animation showed that while a single signature doesn't hinder readability, the large number of signatures makes the statement unreadable at the end. Thus, the digital billboards creatively interpret and visualize this data. The campaign gained a total of 91.6 million media impressions, over 100,000 signatures have already been collected and amazingly the new government has even included the issue in its coalition agreement!

2022 Awards

Total Points: 3




thjnk ag / Hamburg
thjnk München GmbH / Munich

Production Company

Stereo Films Medienproduktion GmbH / München

Media Distribution Company

Ströer CORE GmbH & Co. KG / Leverkusen


Ivo Silveira

Chief Creative Officer

Armin Jochum

Account Director

Ricarda Hoffmann

Account Manager

Nina Rogge


Karen Heumann

Creative Management

Sophie Körber

Creative Producer

Hendrik Raufmann

Digital Supervision

Tim Jessulat

Executive Creative Director Film & Craft

Florian Weber

Managing Director Account

Thomas Canzar

Project Coordination/Media

Rüdiger Humml

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