Sadly, there's still a Nazi presence in Germany. Recently, an organization named Laut Gegen Nazis, or Loud Against Nazis, decided to combat the hate with lots of love—or rather, lots of likes.
On International Holocaust Memorial Day, the group encouraged a diverse group of Germans (recruited by ad agency Jung Von Matt/Elbe) to like the NDP (the country's neo-Nazi party) on Facebook and then swarm the page with positive, anti-racist messages like "For a colorful Germany." According to the case study below, more than 100,000 protesters participated in the "Like Attack," and the ensuing coverage generated some 7 million media impressions.
While it's a little unfortunate that participants had to take an action that, on its face, expressed enthusiasm for an awful political presence, the irony is obvious enough to anyone with a brain, and makes for a relatively small evil as a means for raising broader awareness of the issue.
Plus, there's the rich history in social movements of loving your enemies instead of hating them, including the work of revolutionary giants like Martin Luther King Jr.—even if the "Like Attack" doesn't have quite as much depth as some of his thoughts on the subject.
Client: Laut Gegen Nazis
Agency: Jung Von Matt/Elbe
Chief Creative Officers: Tobias Grimm, Doerte Spengler-Ahrens
Creative Directors: Hans-Peter Sporer, Henning Robert
Art Directors: Thimon Machatzke, Canhur Aktuglu
Writer: Luitguard Hagl
Agency Producer: Dennis Wendt
Sound Designer: Steven Hofmann
Digital Multimedia Artist: Joscha Kadegge
Producer: Anna Liem