Eurobest

The Bookcase For Tolerance

INNOCEAN BERLIN / ANNE FRANK HOUSE / 2022

Awards:

1 Silver Eurobest
2 Shortlisted Eurobest
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Overview

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Credits

Overview

Background

In 2020, Dutch police registered a 12% increase in discrimination reports over the previous year, Germany recorded 23k far-right attacks, and the US reached their highest number of racially motivated crimes in decades. The Anne Frank House wanted to introduce a new platform to engage the public on the discussions around growing antisemitism, racism, inequality, and prejudice.

Idea

Between 1942 and 1944, Anne Frank escaped Nazi persecution by living in a secret annex concealed by a custom-built bookcase. Eighty years later, young adults are facing a sharp rise in discrimination, and just like her, needed their stories and struggles to be heard. We repurposed Anne's iconic bookcase and turned it into an AR app, so visitors could explore 3D-rendered, true-to-life models of the rooms of Anne Frank and four young people suffering modern day persecution, interacting with personal objects and listening to audio clips. With the power of their testimonials, The Bookcase for Tolerance helps fight discrimination through education.

Strategy

We wanted to target a broad audience with this campaign, as it's critical that the topic of tolerance is spread wide – especially to people who are not necessarily looking for it. However, we were aware of the small budget. That's why we decided on a focused approach, targeting schools and the AFH network of educators, who introduced the app as part of their educational program. We also approached influencers who usually create content about racism, discrimination, and inequality so that they could spread it across their communities. Additionally, we provided an Instagram filter (“I stand for tolerance”) so that anyone could help us with spreading the message.

This strategy resulted in a substantial amount of earned media, with the campaign being picked up by mainstream news across the world – gaining enough visibility to be seen by those who we originally intended to with our #DontHateEducate message.

Execution

The Bookcase for Tolerance was launched on the UNESCO International Day for Tolerance, the 16th of November 2021, quickly becoming a central piece of discussion in Dutch society – and beyond – as it was released in English, German, Dutch, Portuguese and Spanish. The AR app reached multiple audiences in more than 100 countries, in just 48 hours.

Eighty years ago, Anne Frank’s story taught us what one voice wanting to be heard can achieve. As the Anne Frank House believes that education is a powerful tool to counter prejudice and discrimination, we used the power of personal testimonials to educate people – in order to influence their attitude and their behaviour towards those considered to be ‘different’. The project brought a much-needed debate to classrooms across Europe, being uploaded to main social media platforms like Instagram, Facebook, Twitter and YouTube. In the span of a week, the app and docuseries quickly reached thousands of views. But more importantly, it contains multiple comments of people’s support, as well as those who feel the need to openly discuss the subject.

The app was developed using photogrammetry – a spatial scanning technique based on photographic images that allows the capturing of 3D representations of places, objects, and people. It repurposes Anne’s iconic bookcase, featuring 5 protagonists whose rooms were carefully modelled and rendered in 3D. Each one contains several personal objects, allowing users to discover their stories and the meaning behind them.

Aiming to have a short initial impact with a long-lasting effect, the AR app, website, and docuseries gave a unique insight into the lives of young people facing discrimination today, providing a central piece for discussion. And the platform will remain as a permanent educational tool at the Anne Frank House – strengthening the fight against discrimination through education.

Outcome

Education is a powerful way to counter antisemitism, prejudice, inequality, and discrimination. By sharing personal stories of young people who face intolerance in their daily lives, we sparked debates in Dutch society and introduced our message in classrooms across Europe, changing the perception towards those who are considered "different".

The app was downloaded in 100+ countries, in just 48 hours, and now serves as a permanent educational platform at the Anne Frank House. The project was uploaded to main social media platforms like Instagram, Facebook, Twitter and YouTube. In the span of a week, the app and docuseries quickly reached thousands of views. But most importantly, it generated multiple comments of people’s support, as well as those who feel the need to openly discuss the subject.

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