Fehmarn. A peaceful unspoiled island in the German Baltic Sea. But suddenly investors want to build a gigantic industrial site there. The islanders are outraged – but smart. They don’t set up the usual action group AGAINST something but one FOR something: SAVE FEHMARN! A little citizens’ initiative using big marketing communication methods. One push is enough and groups get creative all over Fehmarn.

They launch original, entertaining campaigns: a swimmer swims around the entire island; an extreme runner runs a mega marathon; a local boy composes a YouTube hit; two steel drummers simulate the industrial noise, and there’s more. A content platform informs and activates. SAVE FEHMARN behaves like a media business: it informs, entertains, attracts. Fehmarn is in the media for weeks. Sympathy and solidarity all over Germany. Fehmarn has never been so famous.

The high point: a referendum. The industrial site is off the table. SAVE FEHMARN! – the biggest and most imaginative movement in the island’s history.

SAVE FEHMARN! is given a brand image but still looks like a movement of normal, simple people. A content platform informs and ensures involvement. More and more people are reached via a website, on YouTube and Twitter. The momentum provides the impetus. Hundreds of groups develop their own ideas. They surprise, entertain and move. A swimmer swims around the entire island, an extreme runner runs a mega-marathon, a local boy composes a YouTube hit, two steel drummers simulate the industrial noise, and there’s much more. More and more people join in. The high point: a referendum is held. The majority vote against the industrial development.

This is the biggest movement in the island’s history. And it fully achieves its goal: the islanders prevent the planned industrial development on Fehmarn with a referendum. To achieve this, many people have to be mobilized on Fehmarn. And people have to be reached and moved all over Germany. But this isn’t done with TV spots, placards or advertisements.

All it takes is creativity from the people of Fehmarn. They have ideas, make them happen, and generate a huge buzz with all kinds of activities. Their campaigns generate constant and repeated media and online coverage. Many Fehmarn inhabitants get active – painting banners, programming an online content magazine, creating impetus through Facebook, filming video interviews, writing press releases… The project budget is a mere 20,000 euros. But the results are epic!