Title	REALITY SHOCK
Brand	AKTION MENSCH
Product/Service	AKTION MENSCH
Category	G04. Social Behaviour & Cultural Insight
Entrant	KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation	KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Production	ZAUBERBERG PRODUCTIONS GMBH Berlin, GERMANY
Production 2	HESSE STUDIOS Berlin, GERMANY
Production 3	HARVEST DIGITAL AGRICULTURE Hamburg, GERMANY
Production 4	SIZZER AMSTERDAM, THE NETHERLANDS
Additional Company	AKTION MENSCH Bonn, GERMANY

Name	Company	Position
Susan Lange	Aktion Mensch e.V.	Marketing Manager
Sandra Vukovic	Aktion Mensch e.V.	Marketing Manager
Christina Marx	Aktion Mensch e.V.	Marketing Manager
Björn Schneider	Aktion Mensch e.V.	Head of Marketing
Stefan Wübbe	Kolle Rebbe GmbH	Chief Creative Officer
Rolf Leger	Kolle Rebbe GmbH	Executive Creative Director
Florian Ludwig	Kolle Rebbe GmbH	Creative Lead
Lennart Wittgen	Kolle Rebbe GmbH	Account Supervisor
Laura Gonry	Kolle Rebbe GmbH	Account Manager
Joss Genkel	Kolle Rebbe GmbH	Account Manager
Lara Linn	Kolle Rebbe GmbH	Account Manager
Nadine Nolting	Kolle Rebbe GmbH	Art Director
Paul Grüner	Kolle Rebbe GmbH	Art Director
Sascha Petersen	Kolle Rebbe GmbH	Copywriter
Haiko Meyer	Kolle Rebbe GmbH	Copywriter
Mareike Harder	Kolle Rebbe GmbH	Graphic Designer
Ralph Poser	Kolle Rebbe GmbH	Chief Strategy Officer
Ann-Katrin Rahe	Kolle Rebbe GmbH	Strategic Planner
Vanessa Rüsch	Kolle Rebbe GmbH	Agency Producer
Daniel Schulze	Kolle Rebbe GmbH	Agency Producer
Frank Siegl	Zauberberg Productions GmbH	Executive Producer
Katja Malinowski	Zauberberg Productions GmbH	Producer
Claas Ortmann	Zauberberg Productions GmbH	Director
Karolina Matheis	Matheis Casting	Co-Regie
Simon Vu	Zauberberg Productions GmbH	DoP
Jannik Nolte	Zauberberg Productions GmbH	DoP
Kristin Geyer	Zauberberg Productions GmbH	Producer
Thomas Wedekind	Zauberberg Productions GmbH	Editor
Johannes Kuhl	Zauberberg Productions GmbH	Artist
Florian Metzner	Zauberberg Productions GmbH	Colorist/Grading
Stan Koch	Sizzer B.V.	Composer
Coco Harmsen	Sizzer B.V.	Composer
Michiel Marsman	Sizzer B.V.	Arranger
Tessa Rose Jackson	Sizzer B.V.	Composer
Michiel Marsman	Sizzer B.V.	Composer

Write a short summary of what happens in the film

The film begins with a look back at last year’s campaign: a vision of an inclusive society in which children with and without disabilities assume their future adult roles and participate in public life – always with complete equality and free from prejudice. Following that there is an abrupt cut to the actors in the studio. We see them confronted with unpleasant and – in some cases – vicious statements that were made by social media users who saw the first part of the campaign. At the end, there is an appeal for inclusivity from the beginning. -> After all, tolerance should be thought from early on.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Aktion Mensch is a charitable organisation known throughout Germany. For over 50 years, it has worked to promote equal rights for disabled people. Last year, as part of its awareness-raising campaign Mission Zukunft (‘Mission Future’), it portrayed its vision of an inclusive society. Now, in the second phase of the campaign, the viewer is confronted with a harsh reality: although reactions to the campaign were overwhelmingly positive, it also attracted some discriminatory comments online. The core element of the new campaign is the one-and-a-half-minute film Mission Zukunft 2: Realitätsschock (‘Mission Future 2: Reality Shock’). It focuses on vicious and - in some cases - dehumanizing statements that social media users made about the first part of the campaign. It provides unmistakable proof that discrimination is still an everyday occurrence for people with disabilities. At the same time, it is also a wake-up call and an appeal for more tolerance