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
|
Credits
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.