We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! Exactly at the same time of publication, with the same title and layout as the original, our counterbook features 11 ¬people and their struggle against racism. With 11,000 books and 11 different covers available in every bookstore and via Amazon we are fighting back – using the tumult around “Mein Kampf”, turning it into a discussion about increasing everyday racism and how to act against it.

Because of our limited budget we had to evoke a strong PR effect. Therefore we developed a provocative physical mailing with Hitler’s face printed on it. It looked like a book delivery of “Mein Kampf”. But by opening it they were tearing Hitler’s face apart and the cover of our book “Mein Kampf – against racism” became visible. Thereby they became an activist, too.

Two weeks before the official booklaunch we sent our Tear-Open-Mailing to 150 journalists and celebrities in order to engage them with our book.

The package they got as a physical mailing looked like a book delivery of Hitler’s “Mein Kampf”. By opening it they were tearing Hitler’s face apart and the cover of our book “Mein Kampf – against racism” became visible. “Thank you for your engagement against racism.”, a line reads.

A personal letter from the publisher called to action: we wanted them to do the next step against racism by sharing their thoughts about the book with the public or share their media time with us.

Our Tear-Open-Mailing activated incredible 38% of the recipients and moved them to do something about the book: they tweeted, posted, filmed, they wrote articles or invited us to their Radio and TV-Shows. With our book we pleasently hit the nerve of time in a Europe moving towards right-wing populism. It became the relevant topic across society.

Only after one month, the book with its campaign is a huge success:

- top15 bestseller on Amazon

- the first edition of 11,000 books nearly sold out

- well attended lectures in bookstores

- a huge social buzz and a media resonance – from frontpage stories in popular newspapers to Thursday night tv-talkshows – led to 53 mio contacts and a gross media-equivalency value of 2.2 mio Euro

- reduced sentiment ratio of Hitler’s "Mein Kampf" by 12 points in social web – that means: people were mobilised to comment against the Nazi manifesto