Together with HEIMAT, Berlin and Laut gegen Nazis, Theresia and Lars cleaned up at the German Digital Awards in Berlin, taking Silver and Bronze for #unfollowme.
Hate speech is on the rise on social media. It is right-wing extremists in particular who are using the anonymity of Twitter, Instagram and Facebook to openly air their xenophobia and racism. At the same time, the platforms with the longest reach are being increasingly misused by influencers. In 2018, when hate is strongest on the social media, German influencers send out a signal. They sacrifice their most valuable currency: their followers. Every influencer becomes an activist and publicly requests followers to unfriend them if they support right-wing thinking. Everybody else who is active on social networks can also participate in unfollowme.org. The social web is inspired and within just a few days, countless posts with the hashtag #unfollowme are published. The response: Influencers lose tens of thousands of followers. But they are replaced by three times as many new followers. A fantastic campaign which understandably generates huge PR buzz. We were happy to help.