Title	WHISTLES FOR WHISTLEBLOWERS
Brand	REPORTERS WITHOUT BORDERS GERMANY
Product/Service	WHISTLES FOR WHISTLEBLOWERS
Category	A03. USE OF MERCHANDISING/IN-STORE MARKETING
Entrant Company	DDB GROUP GERMANY Berlin, GERMANY
Advertising Agency	DDB GROUP GERMANY Berlin, GERMANY
Production Company	STUDIO FUNK Berlin, GERMANY

Name	Company	Position
Eric Schoeffler	DDB Group	Chief Creative Officer
Matthias Schmidt	DDB	Executive Creative Director
Nils Haseborg/Veit Moeller	DDB	Creative Director
Lilli Langenheim	DDB	Art Director
Karin Reineke/Marie Steixner/Isabella Maria Jorgensen	DDB	Graphic Designer
Konradin Resa/Marc Kaufholz/Doga Guerdal/Lukas Doraciotto	DDB Berlin	Digital Design
Edward Sedelius	DDB	Copywriter
Paul Dombek/Felix Disson	DDB	Account Manager
Jari Gärtner	DDB	Account Assistant
Stefan Lang	Doyle Dane Bernbach Realisation	Production
Marius Wiechmann	Studiofunk	Sound Design
Nima Gholiagha	Studio Funk	Sound Design Supervisor/Director
Nikita Kiril Kronlund	DDB	Filmproducer
Karin Reineke/Isabella Maria Jorgensen	DDB	Photographer
Sebastian Hudert	DDB	Illustrator
Caroline Heinrich	DDB	Animation
Chromatics/Quot/Tick Of The Clock/Quot	Label: Italians Do It Better	Verlag Kobalt Music Group
	Radical Media	Production Of Interactve Installation
Marco Lipp	Agenturwerft Gmbh	Web Development

The Brief

Probably everyone knows a whistleblower. Edward Snowden as one of the most recent ones. But not everyone knows how to support them and stand up for the freedom of speech and transparency. With the whistleblower campaign, we wanted to make people aware and make it easy fort them to support Reporters without Borders. By creating a whistle for a price that everyone can afford, we developed a product that symbolizes the context and gives people the chance to stand up for whistleblowers.

Describe how the promotion developed from concept to implementation

We wanted to make the audience feel that they were giving whistleblowers a voice. We aimed to create a symbolic product idea that was cheap to manufacture, but that also made the user feel they were doing something good. Whistles for Whistleblowers are only 6€ each, and while buying them you know that you’re actively supporting Reporters Without Borders’ work for the freedom of information.

Describe the success of the promotion with both client and consumer including some quantifiable results

Whistles for Whistleblowers quickly started selling in great numbers. Fans spread the message with the Whistles for Whistleblowers’ hashtag: #W4WB. The whistles received recognition across multiple fields, with support from German parliamentarian Hans-Christian Ströbele, Wikileaks editor Sarah Harrison and even Snowden’s attorney Wolfgang Kaleck. The whistles became a symbol at Germany’s biggest demonstration against mass surveillance, gathering more than 6000 people.

Explain why the method of promotion was most relevant to the product or service

The values and goals of Reporters without Borders needed to be spread out. The public needed to be alarmed and informed, so they could support the organization. There is no better way than promoting a product that gives everyone a voice and the chance to change something. So we created a whistle for only 6€, and everyone who purchased one supported Reporters without Borders immediatly.