We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! 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. In 11,000 books available in every bookstore in Germany and via Amazon we are fighting back. Using the tumult around “Mein Kampf” and turn it into a discussion about the current situation in Germany. Making clear that today more and more people had to struggle against racism again.

With our tear-off-posters we wanted to wake up sleeping strugglers against racism: tearing off “Mein Kampf” poster, they will be rewarded with our “Mein Kampf – against racism” book.

We promoted the counterbook with an activating poster campaign, provocative by showing Hitler’s “Mein Kampf“. And instinctively waking up the sleeping struggler in all of us: by ripping off the Hitler poster, our bookcover poster appeared with one courageous struggler against racism – taking the title, type and layout as the original. The torn-down poster worked as a voucher, rewarding everyone with a free book "Mein Kampf – against racism" in participating bookstores nearby.

90% of the posters were torn down, 50% exchanged into “Mein Kampf – against racism”. We pleasantly hit the nerve of time in a Europe moving towards right-wing populism. The counterbook became the relevant topic across society. German celebrities like Germany’s No.1 late-night talker pushed the project. "My Struggle – against racism" became "Our Struggle – against racism".

After one month, the book with its campaign is a huge success:

- top 15 bestseller on Amazon

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

- well attended lectures in bookstores

- a huge social buzz and a media resonance – from front page stories in popular newspapers to Thursday night tv-talk shows – 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 against the Nazi manifesto.