Racism is an issue now more than ever. A loud one. The vast majority, however, remains largely silent. Time to do something about it.

Our task was to inspire people to get loud and stand up against right-wing hatred. Together with ´Laut gegen Nazis´ (Loud against Nazis), a German organization against racism, we took this challenge. Our objective was clear: calling on the majority of people to show civil courage and encouraging them to be loud against racism and right-wing hatred.

Loud against Nazis. That is the idea. With messages and headlines against racism, which only make sense if you say them out loud. E.g. the headline ´Nuts ease out!´ phonetically sounds like ´Nazis out!´ if you say it out loud. We coupled these headlines with a call to action, encouraging people to say it out loud and make a difference.

Our target audience is everyone who remains silent and says nothing against right-wing hatred. Especially younger people. Therefore, TikTok was pure relevant. Our approach besides offline and digital media: Encouraging people with a beloved TikTok Challenge to get loud and creative against racism.

The nationwide campaign started on 27.01.2021 - the "Day of Remembrance of the Victims of the Holocaust" – and was visible throughout Germany. In print, out-of-home, digitally on Instagram, as YouTube pre-rolls, OutstreamAds (Banners) and especially as a TikTok Challenge where users sing, dance or otherwise interpret the hashtag #nahtziehsraus (#nutseaseout).

The campaign took off instantly in Germany. People started to raise their voices. Celebrities and politicians jumped in and spread the word. The Central Council of Jews even wrote a song for our campaign. Everyone started to create their own loud content to fight racism. Within the first 24 hours, we got more than 18 Million views and still counting. Germany became colorful and loud. Loud against Nazis.