Title	#ABOLISH219A
Brand	TERRE DES FEMMES MENSCHENRECHTE FÜR DIE FRAU E.V.
Product/Service	WOMEN RIGHTS
Category	B01. Social Engagement
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
Sina Tonk	TERRE DES FEMMES – Menschenrechte für die Frau e.V.	Projectmanagement
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 PR?

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. But there`s more: On the way towards this goal, Terre des Femmes provides a solution to the problem that inadvertently pregnant women cannot get the information they need from a professional source. The website is an information hub not only for communication pieces to spread but also for women seeking information on abortion. This information is medically checked by doctors.

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 (20% of vote)

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 PR strategy (30% of vote)

Creating attention to this social drawback and calling for abolishing §219a is absolutely necessary, but it doesn`t represent a solution for the women concerned yet: Some can`t wait for the abolition, they need the information on pregnancy termination right away. It`s not only about denouncing the drawback, but also about providing instant help: Women’s freedom is inextricably linked to their freedom to decide to terminate a pregnancy. For this decision they need access to professional, medical information on abortion. The campaign has a wide audience: Women concerned by an undesired pregnancy plus basically anyone willing to share information on this topic, especially politically oriented influencers, and the media. Distribution of press release in German, English and French in Europe and North America, including the key visual of the campaign. Distribution of social media content to influencers.

Describe the PR execution (20% of vote)

The campaign was rolled out via a landing page and social media. On the landing page, users could download an engagement package and become active themselves. In addition, flyers and information sheets could be downloaded and proactively distributed in one's own association, company or institution. Unwanted pregnant women could also find serious information about abortion on the website. The focus of the week-long campaign was on Instagram and Facebook. Awareness was created via the official Terre des Femmes channel with the help of campaign films and animated medical facts that could be shared directly on one's own Instagram or Facebook profile. Politically engaged influencers supported the campaign and brought the topic into the appropriate political environment. The topic was also reactivated and discussed on Twitter. The protagonists of the films also acted as multipliers and carried the campaign into their own communities.

List the results (30% of vote)

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. The campaign started in April 2021, and the actions under the hashtag #streicht219a will continue until §219a is actually removed from the statute books.