| Title | MASTURHATE |
| Brand | OSF - OPEN SOCIETY FOUNDATION |
| Product/Service | PUBLIC INTEREST |
| Category |
F01. ENGAGEMENT PLATFORM |
|
Entrant Company
|
ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
|
|
Advertising Agency
|
ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
|
Credits
| Peter Darovec |
Istropolitana Ogilvy |
Creative Director |
| Brano Bezak |
Istropolitana Ogilvy |
Creative Director |
| Michal Moravec |
Istropolitana Ogilvy |
Copywriter |
| Vlado Jancek |
Istropolitana Ogilvy |
Copywriter |
| Michal Moravec |
Istropolitana Ogilvy |
Art Director |
| Michal Hornicky |
Istropolitana Ogilvy |
Art Director |
Creative Execution
We created a tool for public - a hashtag - #masturhate in order to mock everyone, who spreads hate speech on the internet. All hashtags are brought together to a feed on the website: http://idontmasturhate.com/?lang=en and also used in context, not just make fun of haters, but also bring attention to campaign against online hate.
The campaign and the hashtag spread all across the Europe. It gained a lot of free media coverage, was picked by iCNN and other online or offlin media. Young people started to use the hashtag, mock the haters and show their support on homepage, Facebook, Instagram and Twitter.
Two young Art Directors from our company - Michal Moravec and Michal Hornicky created a Young Lions campaign against internet hate speech - a simple hashtag - #masturhate. Their idea was so successful, that it was brought to life by Open Society Foundation. OSF organized in cooperation with their partners from Hungary, Czech Republic, Austria and Italy a campaign around a hashtag. Center of the campaign became the website: http://idontmasturhate.com/?lang=en