The One Show
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Category
Social Media
Annual ID
OS22_HW049M
About the Work
Back in 1933, a law was passed, prohibiting doctors who perform abortions, from providing public information about the methods and risks. Crucial facts were denied to women and the doctors were unjustly prosecuted. The absurdity: this ban never applied to anyone but doctors: that includes people who were completely unfamiliar with the subject.
Our campaign decided to exploit this loophole in order to turn the tables. As a unique form of protest, we brought in regular people as ambassadors, who put out public information on abortions. We used the power of the digital medium to go far and wide. Using short films, they shared medically-backed information about safe abortions on social media and called on the community to do the same.
To ensure a seamless increase in momentum on social media, we had a campaign site where people could choose and share ready-made films and posts on social media, thus openly talking about abortion – something that had never happened before. With the help of a downloadable action pack, it was also possible to disseminate important information within organisations or companies for a larger reach.
During the campaign period, we achieved over 530,000 engagements - a 300% increase and a whopping 6.7 BILLION estimated reach. With the support of influencers, we succeeded in creating a fruitful political discourse. As a result, the first official act of the new German government was to announce the abolition of Paragraph 219a after 88 years of existence. Doctors in Germany can finally talk openly and publicly about safe abortion methods without the fear of public prosecution. Women in Germany will never have to worry about getting access to the right advise whenever they need it. This will in turn help reduce the stigma and guilt that is associated with abortions.
Our campaign decided to exploit this loophole in order to turn the tables. As a unique form of protest, we brought in regular people as ambassadors, who put out public information on abortions. We used the power of the digital medium to go far and wide. Using short films, they shared medically-backed information about safe abortions on social media and called on the community to do the same.
To ensure a seamless increase in momentum on social media, we had a campaign site where people could choose and share ready-made films and posts on social media, thus openly talking about abortion – something that had never happened before. With the help of a downloadable action pack, it was also possible to disseminate important information within organisations or companies for a larger reach.
During the campaign period, we achieved over 530,000 engagements - a 300% increase and a whopping 6.7 BILLION estimated reach. With the support of influencers, we succeeded in creating a fruitful political discourse. As a result, the first official act of the new German government was to announce the abolition of Paragraph 219a after 88 years of existence. Doctors in Germany can finally talk openly and publicly about safe abortion methods without the fear of public prosecution. Women in Germany will never have to worry about getting access to the right advise whenever they need it. This will in turn help reduce the stigma and guilt that is associated with abortions.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Grey Germany / Hamburg
Digital Agency
achtung! Alive / Cologne
PR / Marketing Agency
Achtung! / Hamburg
Client / Brand
TERRE DES FEMMES / Berlin
Production Company
Tempomedia Filmproduktion / Hamburg
Music / Sound Production Company
German Wahnsinn / Hamburg
Post Production Company
Deli Creative Collective / Hamburg
stofff postproduction GmbH Düsseldorf / Düsseldorf
Art Director
Daniel Deckarm
Malte Heines
Navid Shahabi
Copywriter
Foram Divraniya
Magdalena Keller
Chief Creative Officer
Francisca Maass
Philipp Feit
Creative Director
Willy Kaussen
Director
Sergej Moya
Editor
Annett Kiener
Executive Creative Director
Christoph Stricker
Kerstin Correll
Executive Producer
Torsten Gerst
Uli Jason Ulbrich
Account Director
Kirsten Schulte
Chief Executive Officer
Mirko Kaminski
Managing Director
Sara Hildebrandt
Tim Voigt
Videographer
Jakob Flanderka
Assistant Producer
Eva Kuhar
Lilli Seidel
Division Manager Units
Sina Tonk
Federal Manager
Christa Stolle
Federal Volunteer (Social Media)
Sophie Dietrich
Grading
Oliver Schumacher
Head of Communication
Nastassja Wachsmuth
Influencer Agency
Vimato / Hamburg
Management Supervisor
Robert Hoyer
Online / Composer
Gordon Fischer
Post Producer
Friedrich Siegmund
Press & Public Relations Officer
Lisa Kaiser
Senior Account Manager
Sarah Lüth
Senior Art Director Digital
Derk Hayenga
Senior Content Creator
Ömer Mutlu
Senior Creative Concept
Andreas Gröger
Senior Motion & Edit Artist
Franz Schuier
Social Media & Artist Specialist
Elli Asbaghi
Strategic Consultant
Katja Garff
Supervising Sound Editor
Dominik Oppon
Worldwide Chief Creative Officer
Javier Campopiano
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