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), the 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 loud to be against racism and right-wing hatred.

Together with ´Laut gegen Nazis´ (Loud against Nazis), we developed a nationwide campaign that calls on the majority of people to show civil courage, creatively inspiring and encouraging them to speak up. Because you can only do something against racism if you speak up.

Loud against Nazis. That is the idea. With messages and headlines against racism and for more tolerance, which only make sense if you say them out loud.

In print, out-of-home and especially as a TikTok Challenge, where users and Influencers sing, dance or otherwise interpret the hashtag #nahtziehsraus (#nutseaseout).

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 with a TikTok Challenge. With the Challenge-hashtag #nahtziehsraus (#nutseasout) we encouraged users, Influencers and creators to get loud and creative against Nazis. And they got loud. Everyone started to create their own content against right-wing hatred.

The campaign took off instantly in Germany. People started to raise their voice. Celebrities, the daily news, Influencers 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.