Title	#ABOLISH219A
Brand	TERRE DES FEMMES MENSCHENRECHTE FÜR DIE FRAU E.V.
Product/Service	WOMEN RIGHTS
Category	B03. Fundraising & Advocacy
Entrant	GREY HAMBURG, GERMANY
Idea Creation	GREY HAMBURG, GERMANY
PR	ACHTUNG! Hamburg, GERMANY
Production	TEMPOMEDIA Hamburg, GERMANY
Production 2	GERMAN WAHNSINN Hamburg, GERMANY
Post Production	DELI CREATIVE COLLECTIVE Hamburg, GERMANY
Additional Company	MAKERS & BREAKERS Hamburg, GERMANY

Name	Company	Position
Francisca Maass	GREY / Hamburg	Creative Lead
Kerstin Correll	GREY / Hamburg	Copy & Concept
Christoph Stricker	GREY / Hamburg	Art & Concept
Willy Kaussen	GREY / Hamburg	Copy
Malte Heines	GREY / Hamburg	Idea & Concept
Andreas Gröger	GREY / Hamburg	Concept
Magdalena Keller	GREY / Hamburg	Copy
Navid Shahabi	GREY / Hamburg	Art
Kirsten Schulte	GREY / Hamburg	Account
Christoph vom Bauer	GREY / Hamburg	Producer
Franz Schuier and Ömer Mutlu	GREY / Hamburg	Content Creators
Daniel Deckarm	Grey / Hamburg	Art
Louise Hobe	Grey Germany	Account
Katja Garff	makers & breakers	Strategy & Cooperations
Derk Hayenga	WPP media solutions	Digital Art
Mirko Kaminski	achtung!	PR
Sarah Lüth	achtung!	PR
Robert Hoyer	achtung!	PR
Tim Voigt and Elli Asbaghi	achtung! Alive	Social Media & Influencer
Nastassja Wachsmuth and Sina Tonk	TERRE DES FEMMES – Menschenrechte für die Frau e.V.	Marketing & Communication
Lisa Kaiser and Sophie Dietrich	TERRE DES FEMMES – Menschenrechte für die Frau e.V.	PR
Sergej Moya	Tempomedia Filmproduktion	Director
Uli Jason Ulbrich and Marion Dopfer	Tempomedia Filmproduktion	Production
Lilli Seidel and Eva Kuhar	Tempomedia Filmproduktion	Production
Jakob Flanderka	Tempomedia Filmproduktion	Videographing
Peti Misaila and Julia Moya	Tempomedia Filmproduktion	Casting
Philipp Feit	German Wahnsinn	Creative Production
Annett Kiener and Friedrich Siegmund	DELI Creative Collective	Editing
Oliver Schumacher and Gordon Fischer	DELI Creative Collective	Grading

Why is this work relevant for Branded Content & Entertainment?

The campaign denounces a social drawback and calls for a clear goal: abolishing §219a. The set-up of the campaign points out the lunacy of this misogynic paragraph and calls out to everyone to help to abolish it. We delivered films, images and information material reviewed by doctors available for download for influencers and social media users. In this way, we ensured a quick recognition value and the trust of the influencers. We guaranteed a fact-check, emotional storytelling and ensured a social media movement that went straight to the politicians who mattered.

Background

§219a prohibits doctors from providing public information about the medical facts surrounding an abortion - the 1933 law is a relic from Germany's darkest days. It criminalizes doctors and results in important information being withheld from those affected. The women's rights organization Terre des Femmes has long supported the fight against this law and is now planning a campaign that is no longer content with a simple appeal, but includes a clear call to action. Everyone, really everyone, should be able to join so that a creative campaign becomes a real movement. Because it is high time to act and to delete the paragraph from the German legal code once and for all.

Describe the creative idea

Since paragraph 219a of the German Penal Code prohibits doctors in Germany from providing public information about the methods and risks of abortion - but not any other non-professional person - we are making non-doctors and absolute laypeople the ambassadors of our campaign. In this way, we beat the paragraph with its own weapons and give unintentionally pregnant women the important information they need. Apart from doctors who perform abortions, anyone can take part - any car mechanic, any butcher, any baker, etc.

Describe the strategy

We wanted to achieve more than awareness. We wanted the information, which is otherwise difficult to obtain publicly, to be shared by a broad mass. Therefore, everyone should be able to take on the role of a multiplicator. Shop owners should share information directly in their businesses. Members should share it in their associations. Content creators should be able to produce their own videos with more ready-made texts, and users on the net should be able to share all our films and facts with their community on Instagram, Facebook, Twitter or YouTube in the easiest way possible. Approach: Everyone in Germany is allowed to inform publicly about abortions. Everyone except doctors who perform them. The campaign adopts this absurdity and asks everyone to share relevant information for unwillingly pregnant women. Target audience: Basically anyone willing to share.

Describe the execution

Terre des Femmes makes the information available for download in various formats in the information hub on the campaign website, so that everyone can become an ambassador and campaigner for the common goal. In the first step, we let absolute laypeople from professions unrelated to the topic have their say in radio spots and 4 viral films, thus ensuring that the basic idea is spread quickly on the social web. In addition, social media assets are available for easy sharing or individual content creation. Small businesses can download files for posters, flyers, stickers, etc. Unwillingly pregnant women can also find serious information about abortion on the website

Describe the outcome

Politically motivated influencers quickly joined the campaign, created their own content to activate their communities and brought the topic into the appropriate political environment. The protagonists of the films also acted as multipliers and carried the campaign into their own communities. Within 10 days of the campaign launch, we achieved 13.9k engagement and a potential reach of 4.7 million with a particularly high conversion rate on Twitter, which speaks to the political relevance of the issue (over 75% of all pieces (both posts and articles) took place here). Among those who retweetet was the most prominent representative of the physicians affected by this paragraph, Kristina Hänel, who was recently denounced and sentenced. Representatives of the Social Democratic Party immediately made positive reference to the campaign and assured to prioritize the issue on the agenda of the next party conference. The Liberal Democratic Party also shared the campaign.