| Title | The choir against hate speech |
| Brief | Only 5% of users are responsible for the majority of hate comments. That's a lot less than you might think. These 5% are still loud.Our goal was to change the tune and put things in perspective. To encourage people to act against hate online, to not be afraid, because, after all, they are the vast majority. They are the 95%.And if they come together, if they stand together, if they raise their voices together, then love will be louder. And hate has no chance.So we had people sing real hate comments. Exactly 5 people. In a beautiful arrangement of John Farnhams song “You’re the voice”. Then we had other people come together and sing the same song. With the actual lyrics.First it becomes a struggle, a fight, voices against voices, but in perfect tune. But the more people join the choir, the more the 5 people singing real hate comments get overpowered. Until 95 people sing “You’re the voice” in a thrilling and powerful performance, together against hate. |
| Agency |
Saatchi & Saatchi Düsseldorf
|
| Campaign |
The Choir Against Hate Speech
|
| Advertiser |
Deutsche Telekom
|
| Brand |
Deutsche Telekom
|
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| Posted | November 2022 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Radio
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| Advertising Manager |
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