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The Namechanger

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Published:Mar., 2016
Market:Germany
Language:German
Style: Minimalism
descriptioncnen
Relevancy
The campaign reached over 10 million people in total. It was featured in Germany’s biggest newspaper (Bild Zeitung), news channels (Fokus online, die Welt online, Zeit online) including blogs and on popular TV channels (RTL) etc.
Campaign Description
Famous football heroes changed their jersey names to the nasty nicknames of their childhood in order to demonstrate their solidarity and to empower the kids.
Outcome
The fact that soccer players demonstrated their solidarity by wearing their nasty nicknames of their childhood raised our message to another level. The campaign reached over 10 million people in total. More than 100.000 people watched the video on facebook within the first week. Also thanks to our famous soccer players the #namechanger became a trending topic.
Execution
With our unique match at the Hero Cup the soccer stars surprised wear their nicknames on their back w whereby they sent an empowering message to all kids: „We’ve beaten the bullies and so can you!“ The players also changed their own names on their social media profiles to their nicknames they were named with in their childhood.
Strategy
Former soccer stars sent an empowering message to all children by surprising their fans in the stadium with their nicknames on their back whereby they sent. Parents and children, teenagers and young adults between 5 and 30 should be sensitized for the problem of bullying.
Synopsis
Kids bullying is not a new phenomenon. However social media platforms like facebook or twitter made it worse. Children are segregated, labeled and named. How can the German Children´s Fund “Das Deutsche Kinderhilfswerk e.V.” raise awareness for kids bullying and empower the children at the same time?
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awards
Cannes Lions International Festival of Creativity 2016
Shortlist PR
Influencer Communication & Social Amplification
The One Show 2016
Merit Cross-Platform
Consumer - Experiential Advertising / Guerilla
The One Show 2016
Merit One Show Entertainment
Consumer - Other Branded Content / Live Events
The One Show 2016
Merit Public Relations
Innovation - Innovation in Public Relations / Innovation in Public Relations
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