Category A06. Media & Publications
Entrant LA RED Hamburg, GERMANY
Idea Creation LA RED Hamburg, GERMANY
Production ARD Hamburg, GERMANY
Additional Company 4=1 Hamburg, GERMANY
Name Company Position
Matthias Maurer LA RED GmbH Managing Director
Jan Köpke LA RED GmbH Creative Director
Daniel Klose LA RED GmbH Creative Director
Hannah Johnson LA RED GmbH Senior Concept
Lucas Florian LA RED GmbH Digital Strategist
Kevin Breynck LA RED GmbH Technical Director
Malte Klaedtke LA RED GmbH Junior Concept
Ilka Klingenberg LA RED GmbH Account Director
Marjan Haider LA RED GmbH Junior Art Director

The Campaign

Why do people write so much more aggressively on Social Media than they speak in real life? Our theory: online haters are hiding behind their computer screens. So would they have the courage to come out of their anonymity to say their hate to the face of those affected? That’s what we wanted to find out with the project „Say it to my face!" - a Facebook live experiment in online hate speech. For the first time we invited haters to confront their victims to repeat what they wrote, whilst looking directly into their eyes.


We asked three journalists regularly on the receiving end of anonymous insults to share a video commentary about a controversial subject on the Tagesschau Facebook page. Subjects that we knew would provoke a wave of hate. And they did: hundreds of hate comments flooded in. Through hypertargeting on Facebook two days later, we were able to present precisely these hate commentators a video challenging them to join the journalist they’d written to in a live video chat. To say what they had just written, right to their faces. At the same time, we published a vertical video ad developed and targeted especially to drive awareness amongst millennials. On the following day, the Facebook live event took place. For one hour, live on Facebook, for three days after another. Finally, a short video documentation about the experiment was developed and targeted to millennials on Facebook and YouTube.

What happened? The haters did indeed come. But hardly any had the courage to actually say what they’d written. Even when put on the spot. Apparently, it wasn’t easy to speak in the raw tone of their comments when looking their counterpart in the eye. The campaign reached 11 million on Facebook alone, including every news and current-affairs interested millennial in Germany. Over 3.1 million people watched the campaign videos, with 460,000 tuning in for the live sessions. Within these sessions alone, we received 18,000 comments. In fact, the interaction rate on the Tagesschau Facebook profile more than doubled to 1.1 million throughout the entire campaign. The experiment triggered a national debate on hate speech, which was picked up on not just in TV (e.g. ARD Morgenmagazin, Nachtmagazin, Tagesschau) and radio reports (eg. SWR3, 1Live, Inforadio), but in over 50 media publications including top publishers like Frankfurter Allgemeine Zeitung, Vice, Welt and Der Spiegel. The hashtag #Sagsmirinsgesicht (#sayittomyface) was trending topic on Twitter and YouTube. After the action concluded, many of the general public demanded that it become a regular content format, even commenting “I now pay my GEZ fees with pride”. Most also described the action as “brave”. A conclusion that one of Germany’s top YouTubers LeFloyd also shared in a video to his 3 Million subscribers. But perhaps most crucially, we finally found out why online haters write so cruelly. Not because they hate the person they are commenting on, but because they want to be heard.

The Situation

Online hate speech on the Tagesschau Facebook profile has become increasingly extreme. With this project, we wanted to raise awareness of what this really means for the people affected by it - and society itself. So we created a controversial social media campaign. One that hit a nerve and triggered a national debate on the topic of hate speech.

The Strategy

Our first target group: “millennials” – young people aged 21-35 interested in politics and current-affairs. People that are not consuming news on TV anymore as the average viewing age for Tagesschau’s TV news offering is over 65. Our second target group: haters. In order for the live sessions to be a success, we needed to reach those that had posted a hate comment on the Tagesschau Facebook profile. By analysing the “hater” and “millennial” target groups on Facebook, we were able to develop custom campaign assets and media targeting each of them differently.