How can a small town defend itself against an annual neo-Nazi demonstration after twenty years of legal action have failed? By changing the demonstration into a positive and joyful event: Germany’s first involuntary charity march. The longer the neo-Nazis march, the more money they raise. And even more provocatively, for an organisation that helps people leave the neo-Nazi community. In other words, they're marching against themselves. A catch-22 if there ever was one. And one of the most successful pro bono campaigns of all time. The campaign was developed in collaboration with our friends at the GGH Lowe agency.
Client EXIT Germany // Branches Non-profit / social advertising // Year 2014
Category Full service, Case studies
Teamleiter Business Development