ZDK Gesellschaft Demokratische Kultur Case study Donate The Hate - The Involuntary Online Donation [video] by Grabarz & Partner Hamburg

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Donate The Hate - The Involuntary Online Donation [video]

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Industry Public awareness
Media Case study
Market Germany
Agency Grabarz & Partner Hamburg
Creative Director Matthias Preuß, Jakob Eckstein
Art Director Matthias Preuss, Tobias Lehment, Florian Kronenberg
Copywriter Stefan Geschke, Lisa Weibezahl
Account Supervisor Ina Bach, Joelle Timores
Released March 2016

Awards

Cannes Lions 2016
Media Branded Content & Entertainment : Use of Branded Content created for Digital or Social Media Bronze Lion
Cyber Social: Response / Real-time Activity Bronze Lion

Credits & Description

Title: Donate The Hate - The Involuntary Online Donation
Agency: Grabarz & Partner
Brand: Zdk - Gesellschaft Demokratische Kultur Ggmbh
Country: Germany
Advertising Agency: Grabarz & Partner, Hamburg
Entrant Company: Grabarz & Partner, Hamburg
Media Agency: Grabarz & Partner, Hamburg
Pr Agency: Grabarz & Partner, Hamburg
Production Company: Grabarz & Partner, Hamburg
Additional Company: Zdk - Gesellschaft Demokratische Kultur Ggmbh, Berlin
Agency Producer: Axel Doepner (Grabarz & Partner)
Account Supervisor: Ina Bach, Joelle Timores (Grabarz & Partner)
Idea/Concept: Jakob Eckstein, Matthias Preuss (Grabarz & Partner)
Copywriter: Jakob Eckstein, Stefan Geschke, Lisa Weibezahl (Grabarz & Partner)
Digital: Boris Horn, Ulrich Erdmann, Richard Pietsch (Grabarz & Partner)
Concept: Richard Pietsch (Grabarz & Partner)
Art Director: Matthias Preuss, Tobias Lehment, Florian Kronenberg (Grabarz & Partner)
Head Of Marketing: Fabian Wichmann (Zdk - Gesellschaft Demokratische Kultur Ggmbh)
Chief Creative Officer: Ralf Heuel (Grabarz & Partner)
Programmer: Boris Horn (Grabarz & Partner)
Creative Director: Jakob Eckstein, Matthias Preuß (Grabarz & Partner)
Digital Concept/Concept Cd: Ulli Erdmann (Grabarz & Partner)
Campaign Description:
While politicians and the media kept discussing about the right solution, we came up with: the involuntary online donation initiative DONATE THE HATE. For every hate comment posted on Facebook, the campaign makes an “involuntary” €1 donation to refugees and EXIT.
Synopsis:
EXIT-Deutschland, the German anti-fascist initiative, can only continue its work with the aid of donations. A commitment that in 2015 is more important than ever, as millions of refugees seek protection in Germany. While some Germans greet them with open arms, others react with sheer hatred. On social media channels, particularly Facebook, this hate pours out with unimaginable force. We set ourselves the task of proactively responding to the hatred while raising funds for EXIT.
Strategy:
We have to repsond to the authors of hate comments directly – in order to post an immediate, positive counter reaction to their hatred, and to turn each one of their comments into an involuntary donation for the good cause. Therefore we have programmed an innovative Faebook tool that enables us and our supporters to respond to hate comments in a personalized way. A simple bot could not have done the job, since even though hate comments are utterly moronic, they must be recognized by human intelligence.
Execution:
Our Facebook tool was given beforehand to (media) organisations affected by online hate comments. As our first supporters they sponsored the initial funding to put the campaign on air.The interface links the answered comments to the DONATE THE HATE microsite. Thus we are e.g. able to register the involuntary donations in a live-counter and list a top ten of the most generous donors, or rather hate commenters.
Outcome:
DONATE THE HATE has spread internationally via social networks and traditional media – without a single Euro of media spend. Our hashtag reached millions of people. Thus we are winning many more supporters – organizations and private individuals – for our cause. Two weeks after launching the campaign even Facebook got in touch, saying they wanted to support us. By now DONATE THE HATE is responding to more than 6,000 hate comments – interacting directly with the haters – and raising more than €14,000 for refugees and against neo-Nazis. The campaign is currently also being adapated in further countries.