Loud against Nazis "#unfollowme. The Hashtag Against Hate."
Award: Shortlist
Shortlist / Digital Marketing / Integrated Digital Campaigns / 2019
Hate speech. Thousands of influencers give it a platform, unintentionally generating immense reach. In 2018, at the peak of social media hatred, over 100 influencers took a stand for their values. They sacrificed their most important currency: their followers. The social web got inspired, and more than 40,000 posts were published with #unfollowme. The reaction: tens of thousands of people unfollowed. A much-needed public debate about values in social media was sparked - with more than 234M impressions. Then something surprising happened: the influencers gained 3 times as many new followers.
