Laut gegen Nazis: #unfollowme - the hashtag against hate.

Laut gegen Nazis, an initiative against growing right-wing extremism, discouraged hate comments in Germany by partnering with influencers and getting them to take a stand by telling extremist followers to unfollow them.

Campaign Summary

Hate speech is on the rise in social media. In particular, influencers accounts have become the perfect place for right-wing extremists to spread fear and intolerance - all it takes is one hateful comment under a popular post. So in 2018, the NGO Lau, these influencers pleaded to their extremist fans: unfollow me. Others were inspired by the initiative, leading to more than 40.000 posts tagged with #unfollowme on Instagram, Twitter and Facebook. The result: tens of thousands of people unfollowed and a much-needed public debate about values in social media was sparked, amounting for more than 234 MM impressions (5.9 MM Euro in earned media). And then something surprising happened: the influencers gained 3 times as many new followers as they lost.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands