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2015 One Show - Cross-Platform

Nazis against Nazis – Germany's most involuntary charity walk

Agency GGH LOWE GmbH / Hamburg + Grabarz & Partner Werbeagentur GmbH / Hamburg

Client ZDK Gesellschaft Demokratische Kultur GmbH
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Annual ID

150454A

About the Work

For 15 years, the initiative EXIT-Deutschland has been successfully helping neo-Nazis quit the far-right community. Yet, it receives too little attention and too few donations. Many cities in Germany fight against right-wing extremism too: neo-Nazis subvert the right for demonstrations and overrun them. We surprised the neo-Nazis during their annual march in Wunsiedel and turned the demonstration secretly into something positive: a charity walk. Due to a well-planned choreography, the neo-Nazis went the full distance and raised € 10,000 for EXIT-Deutschland to help their own members abandon the movement (collected from citizens and regional companies beforehand). Thanks to the additional digital element and the massive media resonance, the event ultimately reached an audience of millions. In the end, all sides got what they deserved. Wunsiedel positive PR, EXIT-Deutschland not only € 10,000, but also global publicity and the neo-Nazis the chance to leave the far-right community.