Title	#ABOLISH219A
Brand	TERRE DES FEMMES MENSCHENRECHTE FÜR DIE FRAU E.V.
Product/Service	WOMEN RIGHTS
Category	A06. Not-for-profit / Charity / Government
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 Social & Influencer?

Serious medical information is best obtained from a doctor, right? But what do you do when doctors are forbidden to speak publicly about a subject because otherwise they would be liable to prosecution? In our case, about the topic of abortion. And if, absurdly, everyone else is allowed to talk about it freely and without any restrictions - right, then we let anyone else who is allowed to have their say. With the strongest channel and widest reach - our own profile on social media platforms like Instagram, Facebook, Twitter and so on...

Background

During the Nazi tyranny, women in Germany were hardly more than birthing machines for the nation. Abortions were forbidden and information was concealed. Shortly after the takeover, in 1933, the Nazis passed a law that forbade doctors from publicly informing people about the methods and risks of abortion: Paragraph 219a. In the meantime, the image of women has fortunately changed significantly. The country has been ruled by a woman since 2005. Women decide for themselves about their professional success and their bodies. With one exception: section 219a still applies today. Doctors are not allowed to inform the public, otherwise they face a fine or even imprisonment. Unwillingly pregnant women don't get the information they need and there's a lot of misinformation circulating on the internet about the procedure of an abortion. The aim was to recall the questionable paragraph and encourage a majority to abolish it.

Describe the creative idea (30% 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 strategy (20% of vote)

Even before the campaign started, it was clear that 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.

Describe the 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.