Laut gegen Nazis / GermanySocial · PR Stunts
Rights Against the Right.
An anti-racism group registered neo-Nazi code words as trademarks, then used those rights to go after shops selling extremist merchandise.
- Brand
- Laut gegen Nazis
- Agency
- Jung von Matt
- Market
- Germany
- Region
- Global
The challenge
After symbols were banned, the far-right scene switched to coded abbreviations on clothing that were legal to sell.
The idea
Laut gegen Nazis secured European trademark protection for codes such as abbreviated forms of Nazi terms. Holding the rights let the group pressure retailers to pull and destroy the products and claim compensation per item, cutting off a revenue stream for the movement.
Results
- Media reach of 2.2 billion
- Social reach of 117 million
- Donations up 667%
Case study source: Activation Ideas Source ↗
