Eurobest

Donate The Hate - The Involuntary Online Donation

GRABARZ & PARTNER, Hamburg / ZDK - GESELLSCHAFT DEMOKRATISCHE KULTUR GGMBH / 2016

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Background

EXIT-Deutschland, the German anti-fascist initiative, can only continue its work with the aid of donations. A commitment that in 2015 is more important than ever, as millions of refugees seek protection in Germany. While some Germans greet them with open arms, others react with sheer hatred. On social media channels, particularly Facebook, this hate pours out with unimaginable force. We set ourselves the task of proactively responding to the hatred while raising funds for EXIT.

Execution

Our Facebook tool was given beforehand to (media) organisations affected by online hate comments. As our first supporters they sponsored the initial funding to put the campaign on air.

The interface links the answered comments to the DONATE THE HATE microsite. Thus we are e.g. able to register the involuntary donations in a live-counter and list a top ten of the most generous donors, or rather hate commenters. With the campaign on air we are constantly winning more and more supporters – organizations and private individuals – for our cause.

Similar Campaigns

7 items

2 Cannes Lions Awards
Donate The Hate - The Involuntary Online Donation

GRABARZ & PARTNER, Hamburg

Donate The Hate - The Involuntary Online Donation

2016, ZDK - GESELLSCHAFT DEMOKRATISCHE KULTUR GGMBH

(opens in a new tab)