Creativity

Unskippable Videos From Refugees Precede Hate Messages in This German Campaign

FCB Zurich's Campaign Targets Those Searching for Xenophobic Videos

By Alexandra Jardine. Published on Apr 28, 2016

Editor's Pick

In Germany, a refugee organization has reacted to a tide of anti-refugee feelings with a media placement that openly targets a particular audience; those looking for videos to fuel their xenophobia.

Flüchtlinge Willkommen (Refugees Welcome) partnered with FCB Zurich to create a campaign titled "Search racism. Find truth." As of April 19, anyone in Germany searching for xenophobic videos on YouTube will first be shown clips featuring actual refugees who rebut prejudices; with facts, personal anecdotes, surprising revelations and even humor.

The unskippable ads are placed before very specifically selected videos, including those from Lutz Bachmann, the founder of the anti-Islamic organization Pegida, so that individuals looking for those videos will be unable to avoid watching the messages from refugees first.

There's also a campaign microsite where you can see the refugees tell their stories.

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About

Credits

Date
Apr 28, 2016
Agency:
FCB Zurich
Client:
Refugees Welcome

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