2020 Glass: The Award For Change

#UNHATEWOMEN

Short List
Title#UNHATEWOMEN
BrandTERRE DES FEMMES
Category A01. Glass
Product/ServiceWOMEN'S RIGHTS
Entrant PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation PHILIPP UND KEUNTJE Hamburg, GERMANY
Production IT'S US MEDIA Berlin, GERMANY
Production 2 MOKOH MUSIC Berlin, GERMANY
Production 3 STUDIO MOVIE MAGIC BERLIN, GERMANY
Additional Company FORK UNSTABLE MEDIA Hamburg, GERMANY
Additional Company 2 FISCHERAPPELT PERFORMANCE Berlin, GERMANY
Credits
Name Company Position
Diether Kerner Philipp und Keuntje Chief Creative Officer
Robert Müller Philipp und Keuntje Chief Creative Officer
David Morales Philipp und Keuntje Executive Creative Director
Philip Bolland Philipp und Keuntje Creative Director
Christoph Laurisch Philipp und Keuntje Art Director
Jessica Philipp Philipp und Keuntje Art Director
Jonas Bartelworth Philipp und Keuntje Copywriter
Robert Miler Philipp und Keuntje Copywriter
Maximilian List Philipp und Keuntje Copywriter
Johannes Buzási Philipp und Keuntje Managing Director
Rona Zachwey Philipp und Keuntje Account Director
Marie Hollers Philipp und Keuntje Strategic Planner
Max Penk IT'S US Producer
Annegret von Feiertag n/a Director
Delfina Mayer n/a Grading
Tal Peled n/a Online
Johannes Weise n/a DIT
Richard Bláha n/a Sound
Darius Ramazani n/a Photographer
Johanna Merensky Philipp und Keuntje Art Buyer
Sarah Rimkus MOKOH Music Music Production
Maria Moritz MOKOH Music Music Production
Marcel Neumann n/a Music Composer
Stephan Moritz MOKOH Music Music Composer
Marius Wiechmann Studio Funk Sound Engineer
Uta Wittchen Studio Funk Head of Producing

Background

Violence against women has many faces Every day, women fight against stereotypes, sexism and physical violence. But violence against women can also be inflicted with words. As has been the case with German rap: it dominates the charts and promotes a Stone Age image of women. Draw attention, create awareness & stimulate discussion #UNHATEWOMEN brings awareness to the fact that verbal violence against women is not a fun attitude, but harms people and lays the foundation for further forms of violence. The campaign aims to create awareness with the use of misogynist language in the German rap scene. Intensify pressure and initiate change The goal is to increase the pressure on politicians to take decisive action against discriminative language against women. TERRE DES FEMMES demands a consistent effort to eradicate and prosecute hate crimes against women and girls on the Internet.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Condemnation of violence ends with words Germans agree that violence against women is a no-go. Accordingly, 96 percent state that they clearly condemn it. At the same time, Germans are also big German rap fans. More than 2⁄3 of the 14 to 29-year-olds count this among their favourite genres. Nearly 10 million young people who regularly listen to lyrics like "Baller der Alten die Drogen ins Glas. Hauptsache, Joe hat Spaß" ["Dunk the drugs in the old cow's glass. So long as Joe has fun"]. And against all prejudice, these people do not exclusively have difficult backgrounds or a low level of education. Surveys show that both A-level graduates and secondary school students are equally represented. German rap belongs to the mainstream. Even though the mainstream condemns violence against women, it accepts lyrics that glorify it. And that’s where the problem lies: the condemnation seems to end with words. But words create and manifest reality and normality. They pave the way for physical and psychological violence. Language creates reality The tragedy: the rhymed boundary violations, rape fantasies, and violent outbursts have consequences. They turn verbal violence against women into something trivial, something normal.

Describe the creative idea

What remains of the lyrics when they are taken out of their context: pure misogyny Through a viral video campaign, #UNHATEWOMEN takes on the rappers with their own weapons: their lyrics. Placing them in the hands of those who are subjected to verbal violence in their lyrics. Read out by women and free from bling-bling and booming beats, only one thing remains out of many songs: pure misogyny. #UNHATEWOMEN exposes this hatred in an unspectacular but shocking way. We don't criticise the artists, but rather their lyrics that scorn women. That is how we spark a discussion on the topic of hate crimes against women in the German rap scene. And whoever feels that they have been absolved of their responsibility by claiming the lyrics are an expression of artistic freedom, can at least be aware of the consequences of this alleged art thanks to the campaign.

Describe the strategy

Condemnation of violence ends with words German rap is mainstream: More than ⅔ of 14 to 29-year-olds count this among their favourite genres. Even though the mainstream condemns violence against women, it accepts lyrics that glorify it. The strategy: focusing on misogynistic lyrics, instead of those that utter them Instead of attacking an entire culture, #UNHATEWOMEN seeks an open exchange. In order to provoke a real discussion about misogyny in German rap, it doesn’t help to criticise artists for what they are, but for what they say in their songs. Using the press as a multiplier and maximising pressure on politicians to act The aim was to use digital exposure to attract the attention of the leading media and, with the help of the public eye, to maximize the pressure on politicians to take action and prosecute hate crimes against women and girls on the Internet.

Describe the execution

Start a movement and encourage discussion On social networks, rappers glorifying violence reach an audience of millions. To make #UNHATEWOMEN heard, the campaign used exactly these channels. The campaign video and accompanying motifs called for posting the hashtag #UNHATEWOMEN under misogynistic content, lyrics and songs. On YouTube, individual quotations were placed as pre-rolls in front of the very music videos from which the texts originated. It was impossible to ignore them! On the website Unhate-Women.com, users could download a dedicated filter for their profile picture. Allowing everyone to make a personal statement against hate speech and raise it as a topic in their own social circles. Using social channels served as an optimal springboard. The intention was to create as much buzz as possible from the start. After all, those who can generate a high level of engagement in social networks also demonstrate social relevance.

Describe the results / impact

#UNHATEWOMEN rocks the rap scene and social media The video spreads like wildfire. Through private messages, rapper Fler threatens an Instagram user who shares the video and ultimately sets a price on her head. #UNHATEWOMEN hits the headlines of leading media The campaign becomes a controversially discussed topic and the subject of nationwide reporting. Süddeutsche Zeitung, Tagesspiegel, Welt and Bild cover the campaign. The coverage culminates in an exclusive Stern TV report. The result: 10 million social media impressions and 46 million media impressions. The discussion and solidarity among the population has an impact Conciliatory statements and the announcement of charity concerts follow. Fler apologizes publicly to his victim. The law against hate crimes is passed The campaign successfully increases the pressure on politicians to take action: the German Federal Council passes the law against hate crimes on the Internet. A GZUZ song quoted in the #UNHATEWOMEN campaign is indexed.