2021 Brand Experience & Activation

SPEAKUP

TitleSPEAKUP
BrandBERATUNGSSTELLE FRAUENNOTRUF MÜNCHEN
Product/ServiceBERATUNGSSTELLE FRAUENNOTRUF MÜNCHEN
Category A06. Not-for-profit / Charity / Government
Entrant MENSCH KREATIVAGENTUR Munich, GERMANY
Idea Creation MENSCH KREATIVAGENTUR Munich, GERMANY
Idea Creation 2 BERATUNGSSTELLE FRAUENNOTRUF MüNCHEN, GERMANY
Media Placement MENSCH KREATIVAGENTUR Munich, GERMANY
Production MENSCH KREATIVAGENTUR Munich, GERMANY
Production 2 CHRIS HIRSCHHAEUSER CINEMATOGRAPHY Munich, GERMANY
Post Production CHRIS HIRSCHHAEUSER CINEMATOGRAPHY Munich, GERMANY
Credits
Name Company Position
Matthias Voll MENSCH Kreativagentur Creative Director Art, Illustration
Christoph Bohlender MENSCH Kreativagentur Creative Director Text
Natalia Zollitsch MENSCH Kreativagentur Lead Account Manager
Stephan Gsell MENSCH Kreativagentur Account Team
Manuel Schnitzenbaumer MENSCH Kreativagentur Final Art
Chris Hirschhäuser Chris Hirschhäuser Photography DoP
Sevgi Hirschhäuser Sevgi Hirschhäuser Editor
Mayaan Sophia Weisstub - Illustration
Bastian Götz-Evers Bastian Götz-Evers FORMART Digital Artist, Animation
Instant Records Instant Records Ton & Medienkonzept GmbH Recording Studio

Why is this work relevant for Brand Experience & Activation?

SPEAKUP spreads the help offered by the Women's Emergency Hotline to the public and shows affected women where they can find a safe space to talk about their experiences. The movement places the brand as a strong voice for women's concerns in the public. SPEAKUP gets loud for women who cannot, for legitimate reasons, speak up themselves. And it activates them but also the whole society to talk about the issue of sexual violence.

Background

Every 7th woman in Germany is affected by criminally relevant sexual violence, that is about 5.5 million! Half of the women remain silent about their experiences. Because talking about sexual violence is a taboo. Unfortunately, this silence protects the perpetrators and not the women. Attention must be drawn to this enormous extent of sexual violence in a country like Germany. Because sexual violence can affect anyone. Young or old. Singles or women in a relationship. We have to change our way of thinking: sexual violence affects everyone. So does talking about it.

Describe the creative idea (20% of vote)

In order to give the affected women a voice and to draw attention to the huge extent of sexual violence, we created the SPEAKUP Movement for the Women's Emergency Hotline. In social media videos and posts, women tell their true experiences and thus break the silence. The shocking experiences are accompanied by disturbing illustrations that make the women’s words visible above their mouth. By having the women speak, we are shaking up an entire society! In addition to the social media posts, we developed the sustainable SPEAKUP fashion statement in cooperation with the fashion label "The Colorful Crew". With the fashion, people carry the message to the streets: Speak up about sexual violence and its true extent in our society. On speakupmovement.de we set up a shop where the fashion is available. In addition, the landing page offers an overview of the entire movement.

Describe the strategy (20% of vote)

At the heart of the campaign is the opportunity to raise your voice. It doesn't matter whether you are affected or not. Everyone can make a statement against sexual violence and bring the issue to the public. Social media are ideally suited for this. Because they enable publicity for everyone, because they are now used by all age groups. Everyone can contribute to making the SPEAKUP movement bigger with uploading their video. Through their own content. Or by sharing and liking. Through additional PR work we have also reached non-digital target groups. With the SPEAKUP fashion, we spread the topic of sexual violence on the streets. Visible for everyone. And sustainable too, because the fashion is sustainably produced from ecological cotton. This is how we spread the topic further in the public.

Describe the execution (30% of vote)

The SPEAKUP movement was spread across social media in 7 main posts and 5 additional explanatory and teaser posts. The campaign period was 1 month in total. The SPEAKUP fashion is still available for purchase and the website and content still online.

List the results (30% of vote)

Many other affected people took the floor and reported on their experiences. Major German media such as ARD and Süddeutsche Zeitung reported on the SPEAKUP campaign. We generated 3.5 million interactions. Even members of the Bundestag like Kerstin Kassner, who has more than 350,000 followers, took up the movement and spread the issue to the public and even into politics.