Nazis Against Nazis

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

纳粹反对纳粹 -- 德国最非自愿的慈善行走

案例简介：观众该运动针对不同的目标群体。首先，我们向公众和潜在捐助者发表讲话，向他们通报德国退出欧盟的工作。第二，我们与新纳粹分子进行了交谈。这是第一次，退出德国可以同时解决成千上万的新纳粹分子，并直接向他们提供帮助。第三，我们让社交媒体影响者和媒体参与进来，帮助我们传播信息。客户简报或目标 2014年11月15日，我们秘密地把每年在德国小镇 Wunsiedel 举行的新纳粹游行变成了一些积极的事情: 一个出口德国的慈善步行, 一个帮助新纳粹分子离开极右势力的非政府组织。新纳粹分子覆盖的每一米，10 欧元就进入了德国。一路上有横幅和粉笔作品，我们确保新纳粹分子和公众立即理解新纳粹分子不知不觉地对自己进行捐赠的想法。每个街道横幅都显示了竞选微型网站的网址，在那里每个人都可以捐钱退出 -- 德意志和新纳粹分子可以通过点击专用网站开始与退出 -- 德意志国家的直接对话退出按钮。此外，随着新纳粹分子越过终点线，获胜者的证书被分发出去，其中包含了我们如何支持那些想离开现场的人的广泛细节。执行为了确保我们得到正确的背景和故事，我们选择了在无助的巴伐利亚小镇 Wunsiedel 举行新纳粹游行，希特勒的副手兼大规模杀人犯鲁道夫 · 赫斯曾经被埋葬在那里。该镇厌倦了一年一度的游行，愿意合作，并帮助我们从当地公司和公民那里筹集了 10,000 欧元。由于其娱乐性和精心策划的活动的高度参与，“Wunsiedel 奇迹” 迅速获得了自己的动力并迅速传播开来。结果预算只有 5,000 欧元 (主要投资在横幅和香蕉上)，我们不仅让新纳粹分子为自己的死亡筹集了 10,000 欧元, 但在德国超过 2400万人。因此，不仅退出现场的潜在候选人了解了德国的支持提议, 但是 6,900 实际上点击了我们微型网站上的退出按钮，新的支持者最终将捐款增加了一倍。概要 15 年来，退出德国的组织一直成功地帮助新纳粹分子退出极右势力的舞台。然而，尽管这项社会上重要和有效的工作，该倡议得到的关注太少，捐款也太少。这就是为什么德国每年都要为自己的生存而战。德国的许多城镇也在打击右翼极端分子，他们利用自己的权利示威并超越他们 -- 为自己创造了高姿态，为他们选择的游行地点创造了负面公关。其中之一是德国的小镇 Wunsiedel。

纳粹反对纳粹 -- 德国最非自愿的慈善行走

案例简介：Audience The campaign was 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 spoke with the neo-Nazis. For the first time, EXIT-Deutschland could address thousands of neo-Nazis at once and directly offer them help. And third, we involved social media influencers and the media to help us spread the word. Client Brief Or Objective On 15 November 2014, we secretly turned the annual neo-Nazi march in the small German town of Wunsiedel into something positive: a charity walk for EXIT-Deutschland, an NGO that helps neo-Nazis leave the far-right scene. For every metre the neo-Nazis covered, €10 went to EXIT-Deutschland. With banners and chalk writings all along the route, we made sure the neo-Nazis and the general public immediately understood the idea of the neo-Nazis unwittingly donating against themselves. Every street banner displayed the campaign microsite’s URL where everyone could donate money to EXIT-Deutschland and the neo-Nazis could start a direct dialogue with EXIT-Deutschland – at a single click of the dedicated EXIT button. Additionally, as the neo-Nazis crossed the finishing line, winner’s certificates were handed out containing extensive details of how we support people wanting to leave the scene. Execution To ensure we got the right setting and story, we chose a neo-Nazi march in the small, helpless Bavarian town of Wunsiedel, where Hitler’s deputy and mass murderer Rudolf Hess was once buried. The town, sick of the annual march, was willing to cooperate and helped us raise the €10,000 from local companies and citizens. Thanks to its entertaining character and the high involvement of the meticulously planned campaign, the “Miracle of Wunsiedel” quickly gained its own dynamics and went viral. Outcome With a budget of just €5,000 (invested mainly on banners and bananas), we not only let the neo-Nazis raise €10,000 for their own demise, but reached more than 24 million people in Germany. As a result, not only did potential candidates for quitting the scene learn about EXIT-Deutschland’s offer of support, but 6,900 actually clicked the EXIT button on our microsite and new supporters doubled the donations in the end. Synopsis For 15 years, the organisation EXIT-Deutschland has been successfully helping neo-Nazis quit the far-right scene. Yet, despite this socially important and effective work, the initiative receives too little attention and too few donations. That’s why EXIT-Deutschland has to fight for its own existence every year. Many towns and cities in Germany are also fighting against right-wing extremists who are exploiting their right to demonstrate and overrunning them – creating a high profile for themselves and negative PR for their chosen parade locations. One of them is the small German town of Wunsiedel.