Abolish §219a
TERRE DES FEMMES Menschenrechte für die Frau
Issue 60 | September 2021
Agency
GREY Hamburg
Creative Team
Chief Creative Officer: Francisca Maass Executive Creative Director: Kerstin Correll Executive Creative Director: Christoph Stricker Creative Director: Willy Kaussen Junior Art Director: Malte Heines Senior Creative Concept: Andreas Gröger Copywriter: Magdalena Keller Senior Art Director: Navid Shahabi Art Director Digital: Daniel Deckarm Senior Art Director Digital, WPP media solutions: Derk Hayenga
Production Team
Senior Producer: Christoph vom Bauer Senior Content Creator, Tempomedia: Franz Schuier, Ömer Mutlu Director: Sergej Moya Executive Producer: Uli Jason Ulbrich Producer: Marion Dopfer Assistant Producers: Lilli Seidel, Eva Kuhar Jakob Flanderka (Videographer), Casting, German Wahnsinn: Peti Misaila, Julia Moya CCO: Philipp Feit Supervising Sound Editor: Dominik Oppon Producer, Deli Creative Collective: Simon Grund Editor: Annett Kiener Post Producer: Friedrich Siegmund Grading: Oliver Schumacher Online/Comp: Gordon Fischer
Other Credits
Project Manager, makers & breakers: Kirsten Schulte Strategic Consultant, achtung!: Katja Garff Chief Executive Officer: Mirko Kaminski Senior Account Manager: Sarah Lüth Management Supervisor, achtung! Alive: Robert Hoyer Managing Director: Tim Voigt Social Media & Artist Specialist, Vimato: Elli Asbaghi Managing Director: Sara Hildebrandt
Date
April 2021
Background
Just in time for the 40th anniversary of the women's rights organisation Terre des Femmes the task was to call the questionable paragraph 219a of the German Penal Code back to the Germans' memory. This almost 90 years old paragraph still prohibits doctors who perform abortions from providing public information about methods and risks - even on their own website. As a result, a lot of misinformation on the topic circulates on the net, doctors are frequently denounced by pro-life movements and ultimately, unintentionally pregnant women are denied important information.
Idea
Since paragraph 219a only prohibits doctors who perform abortions from providing public information - but not any other non-professional person – the idea was to make non-doctors and absolute laypeople the ambassadors of the campaign. In this way, the paragraph was beaten with its own weapons and unintentionally pregnant women were given the important information they need. Apart from doctors, anyone can take part - any car mechanic, any butcher, any baker, etc.
Results
Politically motivated influencers quickly joined the campaign, created their own content to activate their communities and brought the topic into the appropriate political environment. The protagonists of the films also acted as multipliers and carried the campaign into their own communities. Within 10 days of the campaign launch, 13.9k engagement was achieved and a potential reach of 4.7 million with a particularly high conversion rate on Twitter, which speaks to the political relevance of the issue (over 75% of all pieces (both posts and articles) took place here).