Deutsche Telekom - "The choir against hate speech"

Saatchi & Saatchi Düsseldorf

Saatchi & Saatchi Düsseldorf Düsseldorf, Germany

Awards

1231

This ad is part of the ACT Responsible Collection

Brand: Deutsche Telekom
Country: Germany

Advertiser: Deutsche Telekom

Title	The choir against hate speech
Brief	Only 5% of users are responsible for the majority of hate comments. That's a lot less than you might think. These 5% are still loud.Our goal was to change the tune and put things in perspective. To encourage people to act against hate online, to not be afraid, because, after all, they are the vast majority. They are the 95%.And if they come together, if they stand together, if they raise their voices together, then love will be louder. And hate has no chance.So we had people sing real hate comments. Exactly 5 people. In a beautiful arrangement of John Farnhams song “You’re the voice”. Then we had other people come together and sing the same song. With the actual lyrics.First it becomes a struggle, a fight, voices against voices, but in perfect tune. But the more people join the choir, the more the 5 people singing real hate comments get overpowered. Until 95 people sing “You’re the voice” in a thrilling and powerful performance, together against hate.
Agency	Saatchi & Saatchi Düsseldorf
Campaign	The Choir Against Hate Speech
Advertiser	Deutsche Telekom
Brand	Deutsche Telekom
Posted	November 2022
Business Sector	Corporate Communication
Story	Only 5% of people spread hate online. They ridicule, insult and intimidate, they degrade and hurt other people. And even though they are a minority of only 5%, the internet sometimes feels like a generally hateful place. Because hate is always loud.
Media Type	Radio
Advertising Manager	Ulrich Klenke
Advertising Manager	Dr. Christian Hahn
Advertising Manager	Carolin Kunz
Advertising Manager	Stefan Fox
Chief Creative Officer	Dennis May
Creative Director -Art	Tomas Tulinius
Creative Director, Copywriter	Stephan Schaefer
Agency Producer	Insa Frerichs
Strategic Planner	Maximilian Ginter
Business Director	Katrin Spiegel
Account Manager	Anne Schlicht
Production Company	Tempomedia Filmproduktion GmbH FRANKFURT
Director	Henry Alex Rubin
Executive Producer	Birgit Damen
Executive Producer	Uli Jason Ulbrich
Director of Photography (DOP)	Benoit Soler
Music Prod Company	Supreme Music
Music Executive Producer	Florian Lakenmacher
Music Executive Producer	Jo Sandow