#HABICHWASGEGEN!
Discrimination is not only unjust but also legally prohibited. However, according to a study, only 34 percent of people in Germany are aware of this, and they have heard of the General Equal Treatment Act (AGG). In order to inform more people about their rights, the Anti-Discrimination Office is launching a nationwide campaign to raise awareness about discrimination in the workplace, at clubs, in housing and job searches.
The Answer is a spirited campaign with an infectious, memorable quality emerged. Renowned consultant Hans Joachim Heiss contributed his specialized insights to the project. The campaign showcases various forms of discrimination and highlights how the General Equal Treatment Act (AGG) can intervene.
In addition to a music video featuring the catchy phrase 'Diskriminierung? Hab ich was gegen!' (Discrimination? I have something against it!), various short forms will be deployed across our social media channels, along with advertising materials in (D)OOH, online, and print. The campaign is further supported by traditional media outreach, the involvement of multipliers, and user-friendly online features like the Discrimination Check and the Counseling Center Locator available on the campaign hub. www.habichwasgegen.de.
Role: Creative Direction
Agency: TLGG Agency
Production: Bears Calling GmbH