Nazi descendant fighting
neo-nazism heritage.

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Jasper Hein Nordling
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Social Democratic Youth Party
Never Forget. To Vote

  • Planning & strategy
  • Film & Design
  • User Experience
  • Outdoor

We asked the grandchild of Auschwitz commandant Rudolf Höss, to front a campaign to fight the growing extreme right wing movement in Europe and to remind people of the importance to vote.

Brief

Social Democratic Youth Organization, SSU, asked us for a social pr campaign to highlight the importance of the EP­elections, to get young people’s support and to encourage them to get politically involved. We had no paid media budget and needed to rely on social media and earned attention.

Insight

One of SSUs core values is anti­fascism. In Europe, we are seeing a growing far right wing movement. To make young people aware of the importance of the EP-elections we had to highlight this fact with an unusual and engaging conversation starter, and provide tools for the audience to engage themselves.

Concept

We launched the campaign Never Forget. To Vote. with an unusual ambassador: Rainer Höss, the grandchild of Auschwitz commandant Rudolf Höss. We formed an online movement and included a film, a digital protest march, media outreach and online ambassador targeting.

Results

Our campaign got an earned media reach of 250 million people, the protest march on Thunderclap reached nearly 8 million people and the film was shared 50 000 times on YouTube. The Social Democrats won the school elections, with the highest margin in twelve years, and SSU grew their member base with ten percent during two weeks.

Watch the film

Watch the case study

 

“I will vote for a nazi-free Europe. Join me and show Europe we will never forget!”

Stephen Fry

Project statistics

  • — The film was shared 50,000 times
  • — Earned media reach 100 million people
  • — 800 new memberships
  • — 401% goal support on Thunderclap
  • — 7 882 386 people in social reach

Media Highlights

The project was highlighted internationally Daily Mail, Al Jazeera, Le Figaro, El Mundo, Der Spiegel, Haaertz, Adage, Creativity OnlineHuffington PostUpworthy and was covered by almost every major Swedish media such as Sveriges Television, Aftonbladet and DN.

  • — Silver in The Lovie Awards
  • — One gold in Guldägget