relief effort
We make you aware
In the middle of the Corona pandemic, isolated in your own four walls. It is January 4th, 2021. It is 8:15 p.m. and the news has just ended. The "Corona" focus is still on the first channel. Once again, the "forced" closure of specialist retailers has not been mentioned at all by the media.
The red wine in my glass is actually a good vintage, but somehow I don't like the taste.
I can no longer bear to watch the injustice of how our industry is being treated by those in power. I have to do something! This cannot go on!
I've got an idea that I'm going to send to dear Günter via WhatsApp. He's the right man to discuss such an ACTION with...
... the first "WhatsApp Chat" resulted in an unforgettable ACTION that was something special...
campaign launch
poster
At the centre of the campaign was the yellow poster with the inscription:
We make you aware
All retailers should take part in this poster campaign. We will give you the layout for the poster and you can print it out in the size you want and stick it on your shop window. You invite the local press and post your campaign on social media and share it with the central account.
My team and I built a website for information about the campaign and for all downloads.
At the same time, the central INSTAGRAM account was launched, which was used intensively to spread the news.
The account immediately went viral and thousands of retailers began to participate in the campaign with great commitment and passion.
campaign launch
EVERYONE STANDS TOGETHER
"It seems to be impossible, until it's done"
This motto is confirmed again. Countless retailers took part in this campaign on January 11, 2021 at 11:11 a.m.
Shops across the country had posters put up and the local press was everywhere reporting. Regional TV stations reported on their evening shows. The retailers' posts went viral on social media.
Finally, the suffering of the specialist retailers became public. The media started to talk about the specialist retailers. Politicians started to take notice.
The extraordinary success of the first part of the ACTION, encouraging to start the next part...
second part of the action
WE GO WITH_under
The color of the posters was deliberately changed and a different part of those affected was brought into focus. While the first campaign mainly focused on the entrepreneurs themselves, the second part of the campaign concentrated on all employees in local specialist retailers whose jobs were at risk.
Again we designed a poster and again we put all downloads and information online on our website.
Again, we communicated closely with the trade press and now also with the public media.
This second time, even more retailers took part in the campaign. Now the national media also took notice.
Politicians could no longer "ignore" the textile industry.
something is happening
Access to Politics
The posters were now visible nationwide and the ACTION was reported on daily in the media.
The first discussions began "behind the scenes". Politics slowly opened up...
political support
FROM NORTH TO SOUTH
Throughout the country, from north to south, some politicians began to support the ACTION.
The first hopes emerged that real government aid might be available.
Bridging Aid III
IT'S DONE
The news everyone was waiting for. Politicians apologized and 80 billion in aid for the economy was approved and the ACTION
We make you aware
played its part in ensuring that the textile industry was not forgotten.
It seems to be impossible until it's done
award
German Brand Award
Representing all people who have contributed to this successful
We accepted the award on behalf of those who participated in the campaign.
GERMAN BRAND AWARD 2021
Thanks to all!
video
