UNMASKING A RACIST AGENDA

Short List
TitleUNMASKING A RACIST AGENDA
BrandEKSTRA BLADET
Product/ServiceNEWSPAPER
Category E04. Real-time Response
Entrant HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Credits
Name Company Position
Kenneth Kaadtmann Hjaltelin Stahl Creative Lead
Niels Heilberg Hjaltelin Stahl Copywriter
Kenneth Kaadtmann Hjaltelin Stahl Copywriter
Karl Kristian Krarup Kjær Hjaltelin Stahl Art Director
Sune Overby Hjaltelin Stahl Art Director
Maria Damm Jensen Hjaltelin Stahl Strategy
Rasmus B. Lind Rasmus B. Lind Photographer
Emilie Tornhøj Hjaltelin Stahl Agency Producer

Background

On June 14th – 2018 the Danish parliament announced that from august 1st it will be illegal for people to wear Islamic veils in public. A law that is clearly symbolic and does nothing but alienate the Muslim minority in Denmark, even further. For a newspaper like Ekstra Bladet who has a long history for safeguarding the people, by holding power to account and is notorious for exposing corruption and concealed injustice, it was important to do something about it

Describe the strategy

Our starting point was to reach our readers with the message in order to get them to carry it further and create organic reach. Through organic reach we established contact with non-readers with our message to gain preference for the brand.

Describe the execution

Three days after the announcement we launched the Facebook event along with a frontpage editorial in the paper and a spread. The following days we supported the message with print ads, that we’re made as invitations to the ball.

List the results

Citizens from all over the country, joined in protest in the streets, while wearing head garments. Famous artist, worn them in stage and fashioned designer showed their support, by making head garments part of the collections at Copenhagen Fashion Week. 22 million media impressions Total of 20.000 people attended the event 8.000 attendants within the first week 15.000 interactions