We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! Exactly at the same time of publication, taking the same title and layout as the original, our counterbook features 11 ¬people and their courageous struggle against racism. Touching stories of people like Mosche Dagan who survived a concentration camp, the granny Irmela Mensah-Schramm who removes Nazi graffiti or MTV host Wana Limar who had to face hate as a refugee child.

With 11,000 books and 11 different covers available in every bookstore in Germany and via Amazon we are fighting back – using the tumult around the re-publication of Hitler’s “Mein Kampf” and turning it into a discussion about the society in Germany currently drifting to the right and how to act against it.

Our campaign made the book “Mein Kampf – against racism“ the relevant topic across society:

- An impactful bookmailing to journalists, blogger and influencers brought the counterbook into the public news: in feuilleton radiostations, in Germany’s most-read newspapers and into the discussion of big talkshows on TV.

- We activated German celebrities as our contributers to push the project even further: Germany’s No.1 late-night talker, MTV hosts, digital leaders, punk rock musicians and actors.

- We presented the book at the biggest German book fair, where it became “one of the most discussed books“ (quote from TV report)

- We organized lectures with our courageous strugglers in bookstores and special locations like the former Nazi headquarter in Berlin.

- A provocative poster campaign rose awareness around bookstores.

- We competed successfully with the reprint of Hitler’s "Mein Kampf" at the determining location: in bookstores with special instore advertising material.

With that kind of book and campaign we pleasently hit the nerve of time in a Europe moving towards right-wing populism. "Mein Kampf – against racism" became the relevant topic across society. German celebrities like Germany’s No. 1 late-night talker supported and pushed the project.

"My Struggle – against racism" became "Our Struggle – against rascim".

Only one month after the release, the book with its campaign is a huge success:

- top15 bestseller on Amazon

- the first edition of 11,000 books is nearly sold out

- well attended lectures in bookstores

- a huge social buzz and a media resonance – from frontpage stories in popular newspapers to Thursday night Talkshows on TV – led to 53 mio contacts and a gross media equivalency value of 2.2 mio Euro

- we reduced the sentiment ratio of Hitler’s "Mein Kampf" by 12 points in social web – that means: people were mobilised to comment