FCB Zurich fights against digital agitation

The organization Flüchtlinge Willkommen has been in the international news for days. The reason for this is the campaign "Search racism. Find truth." campaign, with which it is campaigning against online hate speech and xenophobia towards refugees. Anyone searching for xenophobic videos on YouTube since this Tuesday morning will first see clips in which refugees refute the following prejudices in their own unique way: with facts, personal stories, surprising revelations or even humor. Thanks to the complex combination of channel and keyword targeting as well as the booking of "unskippable ads" in front of selected hate videos, the campaign achieves the highest possible visibility, according to the press release. This forces xenophobes to engage with the refugees and their arguments.

Anyone searching for xenophobic terms on Google is also lured to the disarming clips with inviting Adwords ads. The ads themselves lead to a Campaign pagewhere you can get to know the refugees and their stories better. In total, the organization has produced spots with nine refugees. Each spot is dedicated to a specific prejudice or topic.

"With this campaign, we want to contribute to more education and open-mindedness in the very place where hatred and agitation against foreigners spread most quickly: on the internet," emphasizes Jonas Kakoschke, initiator of Flüchtlinge Willkommen. FCB Zurich is also delighted with the worldwide interest and hopes that this will encourage as many people as possible to think and perhaps even rethink.

Responsible at Flüchtlinge Willkommen: Mareike Geiling, Jonas Kakoschke (initiators). Responsible at FCB Zurich: Dennis Lück (Chief Creative Officer), Andy Lusti (Creative Director), Hanja Baruschke (Creative Director Digital), Sarah Ming (Copywriter), Olivia Schläpfer, Fabian Sigg, Elgee David Wee, Lia Bellini (Art Direction), Emanuel Büchler, Marco Frei (Content Developer), Mark Becker (Client Service Director), Mirjam Milenkovic, Sharon Nehrenheim, Michael Hürlimann (Account Director), Aleksandar Sofranac (Frontend Developer/Design). Responsible at Ehrenberg Kommunikation: Snezana Tadic, Peter Fobe.