Title	#UNHATEWOMEN
Brand	TERRE DES FEMMES
Product/Service	WOMEN'S RIGHTS
Category	A07. Not-for-profit / Charity / Government
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

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

Why is this work relevant for PR?

TERRE DES FEMMES has been fighting on behalf of women's rights for years. With the #UNHATEWOMEN campaign, the women's rights organisation has now succeeded in drawing attention to the widespread hate crimes against women and girls on the Internet. In a very short time, the campaign generated nationwide attention while increasing the pressure on politicians to act. Most successfully: The German Federal Council approves a legislative package against hate crimes. In the future, hate crimes and threats on the Internet will be prosecuted more vigorously and effectively.

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 creative idea (20% of vote)

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, dazzling music videos and booming beats, only one thing remains out of many songs: pure misogyny. #UNHATEWOMEN exposes this hatred in an unspectacular but shocking way.

Describe the PR strategy (30% of vote)

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. With the press as a multiplier, the issue of violence against women should be given public attention to maximise the pressure on politicians. The latter should be forced to take measures to combat and prosecute hate crimes against women and girls on the Internet. The strategy: focusing on misogynistic lyrics, instead of those that utter them In order to provoke a 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 social channels served as an optimal springboard. The intention was to create as much buzz as possible. After all, those who can generate a high level of engagement in social networks also demonstrate social relevance.

Describe the PR execution (20% of vote)

Start a movement and encourage discussion On social networks, the words of 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 also download a dedicated filter for their personal profile picture. In this way, everyone was able to make a personal statement against hate speech that scorns women and raise it as a topic in their own circle of friends and acquaintances.

List the results (30% of vote)

#UNHATEWOMEN rocks the rap scene and social media Once posted, the video spreads like wildfire. Discussions on social media take off. Fler demonstrates verbal violence against women The rappers named in the campaign demonstrate their perception of women with violent threats. After an Instagram user shares the video and tags several German rappers - including Fler - the video goes haywire. He insults the woman via private messaging using violent words. This peaks when Fler publishes a photo of the woman in his Instagram Story and offers a bounty on her head. This is a brutal and terrifying example of misogyny, which provokes a series of reactions. #UNHATEWOMEN hits the headlines of leading media Through their behaviour, Fler and his artistic colleagues achieve exactly what #UNHATEWOMEN aims for: By displaying their hatred of women, they spark controversial discussions in social media and draw journalists' attention to the campaign. Despite the lack of a large media budget, #UNHATEWOMEN makes the headlines in the leading German media. Süddeutsche Zeitung, Tagesspiegel, and Welt cover the campaign. Its highlight is the coverage in an exclusive Stern TV report. In addition to the 10 million social media impressions, a further 46 million media impressions will be created. By mobilizing the press, #UNHATEWOMEN attracts full public attention. As a result, an equivalent media value of over 400,000 € has been generated. All this with a media budget of less than 1,600 € to push the video on YouTube during the first 24 hours.