From Aktion Sorgenkind to Aktion Mensch

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It was indisputable and yet a gargantuan challenge: The name of Germany’s biggest charity lottery for the disabled, Aktion Sorgenkind (Action Problem Child), was no longer appropriate and needed to be changed – risking recognition, equity, decades of good will … the entire business. Our solution: Face the issue head on and turn it into a case of progress beyond question. Re-brand as “Aktion Mensch” (Action Humanity) and project what the organization really fights for: All of us. Respect for each human being, regardless of his or her abilities or disabilities.

 

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Once this was solved, the campaign became almost a natural: Parallel the name change with our societal evolution towards valuing respect and integration, making it compelling beyond reproach. All in modern, aspirational visuals where different abilities are nothing but a natural part of different individualities – as it should be.

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The result: The brand was literally liberated and taken to a higher level, growing heaps and bounds in acceptance, political support and business.

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