According to the motto »Nachfragen hilft« (»asking questions helps«), our ad agency initiated, designed and implemented a multichannel campaign for the social organisations Kassandra e.V., RAMPE e.V. and Krisendienst Mittelfranken (Crisis Services Middle Franconia). The idea behind the childlike headlines is to encourage questions and overcome prejudices. The campaign is promoted via large-scale posters, newspaper adverts, radio and TV spots, in cinema and on the website nachfragenhilft.de.
Statement of the jury
The intelligently designed multi-channel campaign fights prejudice against people caught up in life crises, homelessness and sex work. The naive questions asked in the campaign attract attention while at the same time making it clear that there are no »stupid« questions when it comes to taking an interest in a social topic. A cleverly conceived campaign in terms of both form and content, which stimulates interest and works equally well across all media due to its captivating simplicity.