To commemorate International Holocaust Remembrance Day on 27 January, Laut gegen Nazis e.V. (Loud Against Nazis) and Serviceplan Campaign in Munich teamed up to launch a wide-ranging creative campaign calling for moral courage against right-wing extremism and racism.
Featuring the slogan “Say it loud. That makes the difference”, a total of 8 different posters were published on International Holocaust Memorial Day across Germany.
On TikTok, the #NahtZiehsRaus Challenge, supported by TikTok itself and prominent creators has gone viral with 11.1 million views and counting. The TikTok Challenge is to shout, sing or dance the hashtag in a video as loudly and as creatively possible.
The campaign caught the attention of Holocaust survivor Esther Bejarano, who appeared during the German “Tagesschau” (Daily News) on the ARD programme, which featured the TikTok hashtag.
On Instagram, supporters can create posts using a specially developed Instagram filter against right-wing violence. The integrated media planning of the campaign was carried out within the Serviceplan Group and was the responsibility of the Mediaplus Group. The campaign is supported by prominent celebrities, partners and friends of TikTok including Zentralrat der Juden (Official “Head”-Organisation of the jews in Germany), Caro Dauer (German Influencer) and Hans Sarpei (Ex Footballer), who all took part in the TikTok Challenge.
People’s first reaction on reading the posters is probably amazement and incomprehension., but that’s all part of the idea. Encouraged by the slogan “Say it loud. That makes the difference”, the text must be spoken out loud so that the incomprehensible strings of syllables and words become messages against racism and discrimination, and encourage more tolerance.
“Naht zieh’s raus” are when you read them all German words, but they do not fit together, and the sentence makes no sense (it reads something like “Seam pull out”). But when you “read it all loud it comes together as “Nazis raus” which means “Nazis out”.
Integrated advertisement created by Serviceplan, Germany for Laut Gegen Nazis, within the category: Public Interest, NGO.
Global Chief Creative Officer, Serviceplan Group: Alexander Schill
CCO & Partner, Serviceplan Germany: Matthias Harbeck
Creative Managing Partner: Alexander Nagel
Creative Managing Partner: Christoph Everke
Managing Partner: Michael Jaeger
Management Supervisor: Daniel Hartmann
Creative Director: Matthäus Frost
Creative Director: Laura Müller-Rossbach
Digital Creative: Philipp Elsner
Copywriter: Stefan Ott
Final Art Director: Alexandra Felbinger
Head of Strategic Buying NonTV/NonDigital: Julia Cathrin Wallner / Mediaplus
Director Strategic Buying Digital: Emanuele Fino
Planner/Berater Digital Media & Creative Media Manager: Maximilian Leipert
Senior Strategic Buyer: Serkant Oguz
Junior Digital Media Planner & Consultant: Anabel Stemberger
Group Head Digital Media: Caroline Franke
Production Company: ITS US Media GmbH / Ben Föhr
Publisher: FUNKE Mediengruppe