The Hinz & Kunzt campaign - Trau Dich
The "Trau-Dich-campaign" (engl. dare you) promotes homeless people and people living far below the poverty line to work as a newspaper salesman for the magazine Hinz & Kunzt which is sold exclusively by the homeless.
There was a choice of social media campaign or guerilla action. Inspired by the annual "Sisterhood Walk for Freedom" in Hamburg's Old Town against modern slavery and forced prostitution, a fictional guerilla campaign was worked out.
The name "Trau Dich", which was chosen for the entire campaign, is intended to encourage homeless people to find the courage and take up employment at Hinz & Kunzt.
The first step was to found a community for the guerrilla action and to mobilize it for a flash mob in the city of Hamburg. For this purpose, a fictional Facebook group named "Trau Dich!" supported homeless in Hamburg whose profile picture has the poster image of the guerrilla action.
In the group, the date, the reason for action, meeting place and dress code was mentioned.
There was a choice of social media campaign or guerilla action. Inspired by the annual "Sisterhood Walk for Freedom" in Hamburg's Old Town against modern slavery and forced prostitution, a fictional guerilla campaign was worked out.
The name "Trau Dich", which was chosen for the entire campaign, is intended to encourage homeless people to find the courage and take up employment at Hinz & Kunzt.
The first step was to found a community for the guerrilla action and to mobilize it for a flash mob in the city of Hamburg. For this purpose, a fictional Facebook group named "Trau Dich!" supported homeless in Hamburg whose profile picture has the poster image of the guerrilla action.
In the group, the date, the reason for action, meeting place and dress code was mentioned.
