The One Show
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Category
Integrated PR Campaign
Annual ID
OS22_PR070M
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. Germany had seen some efforts to protest against this law when a General Practititional was fined for advising a patient about abortion, and she lost the appeal against it. But this protest needed momentum. That's where we stepped in.
We studied the law and found an absurd thing: this ban against talking publicly about abortions 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 from the community as ambassadors, who put out public information on abortions. Across radio spots and short films online, they shared medically-backed information on the topic and called on the community to do the same.
On the campaign site and via social media, people could share ready-made films and posts, 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. On-ground, we collaborated with local business owners and placed posters on store-fronts, cafes and restaurants to strengthen our presence in public.
With the support of influencers, we succeeded in creating a high-impact 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.
Campaign
Abolish §219a
http://abolish219a.grey.com
Abolish §219a
http://www.abolish219a.com
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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