For 15 years, the initiative EXIT-Deutschland has been successfully helping neo-Nazis quit the far-right scene. Yet, it lacks sufficient funding and has to fight for its own existence every year. The German town of Wunsiedel also has to fight: against right-wing extremists who are exploiting their right to demonstrate and overrunning them. But on 15 November 2014, we surprised them and turned their annual march in Wunsiedel secretly into something positive: a charity walk for EXIT-Deutschland. Motivated by banners and bananas, the neo-Nazis went the full distance and raised €10,000 to help their own members leave the scene.

With a budget of just €5,000 (invested mainly on banners and bananas) and €0 media spend, we reached 24 million people in Germany through earned media via TV and print (worth €1 million in media exposure). We gained more than 279 million impressions online and attracted the traditional media to report about the “Miracle of Wunsiedel” worldwide. In the end, all sides got what they deserved: Wunsiedel positive PR, EXIT-Deutschland €20,000 (thanks to additional donations) and global publicity, and society a new form of protest against neo-Nazis.

As the neo-Nazis set off, so did a meticulously planned campaign. Via the microsite, Twitter, Facebook and carefully chosen social media influencers we started the live coverage. Even during the march, 21,000 people visited the microsite and helped us spread the word. But that was just the start. Because three hours after the neo-Nazis crossed the finishing line, another element of the campaign went online: a documentary. Thanks to its immediate release, the video became the campaign’s central communications tool, shown worldwide in its original version by many TV stations, in some cases even in full length.

The campaign had three basic goals: to generate awareness for EXIT-Deutschland, to help Wunsidel in its fight against neo-Nazis and to support neo-Nazis who want to leave the far-right scene. Therefore, we aimed at different target groups. First, we addressed the general public and potential donors to inform them about the work of EXIT-Deutschland. Second, we involved social media influencers and the media to help us spread the word about the charity walk in Wunsiedel. And third, we spoke with the neo-Nazis. For the first time, EXIT-Deutschland could address thousands of neo-Nazis at once and directly offer them help.