Product/ServiceWOMEN RIGHTS
Category B01. Social Engagement
Production TEMPOMEDIA 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.


§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.