#machdichlaut

Description

With the WEISSER RING and ProSiebenSat.1 we are sending out a signal against violence towards women. In addition to programme trailers and TV spots, DOOH ads brought the topic to the streets. Celebrities showed their solidarity using the hashtag #machdichlaut (make yourself heard). An Instagram AR filter and a Q&A session at Jodel created a direct exchange. The result: a significant increase in calls to the victim helpline and in the demand for online support services. In addition, the German Historical Museum has recognised the campaign as a cultural asset.

Statement of the jury

Cases of domestic and/or sexualised violence against women have risen again in Corona times. Many victims remain silent – out of fear or shame. The #machdichlaut (make yourself heard) campaign has shown that the number of unreported cases is alarmingly high. At the same time, the campaign is a wake-up call and motivates women to stop being silent. A strong, very convincing campaign with a clear, self-confident message on a socially relevant and topical issue that shocks and disturbs beyond measure.