Violence against women has many faces

Every day, women fight against stereotypes, sexism and physical violence. But violence against women can also be inflicted with words. As has been the case with German rap: it dominates the charts and promotes a Stone Age image of women.

Draw attention, create awareness & stimulate discussion

#UNHATEWOMEN brings awareness to the fact that verbal violence against women is not a fun attitude, but harms people and lays the foundation for further forms of violence. The campaign aims to create awareness with the use of misogynist language in the German rap scene.

Intensify pressure and initiate change

The goal is to increase the pressure on politicians to take decisive action against discriminative language against women. TERRE DES FEMMES demands a consistent effort to eradicate and prosecute hate crimes against women and girls on the Internet.

What remains of the lyrics when they are taken out of their context: pure misogyny

Through a viral video campaign, #UNHATEWOMEN takes on the rappers with their own weapons: their lyrics. Placing them in the hands of those who are subjected to verbal violence in their lyrics. Read out by women and free from bling-bling and booming beats, only one thing remains out of many songs: pure misogyny. #UNHATEWOMEN exposes this hatred in an unspectacular but shocking way.

We don't criticise the artists, but rather their lyrics that scorn women. That is how we spark a discussion on the topic of hate crimes against women in the German rap scene.

And whoever feels that they have been absolved of their responsibility by claiming the lyrics are an expression of artistic freedom, can at least be aware of the consequences of this alleged art thanks to the campaign.

Using the press as a multiplier and maximising pressure on politicians to act

The aim was to use digital exposure to attract the attention of the leading media. With the press as a multiplier, the issue of violence against women should be given public attention to maximise the pressure on politicians. The latter should be forced to take measures to combat and prosecute hate crimes against women and girls on the Internet.

The strategy: focusing on misogynistic lyrics, instead of those that utter them

In order to provoke a discussion about misogyny in German rap, it doesn’t help to criticise artists for what they are, but for what they say in their songs.

Using social channels served as an optimal springboard. The intention was to create as much buzz as possible. After all, those who can generate a high level of engagement in social networks also demonstrate social relevance.

Start a movement and encourage discussion

On social networks, rappers glorifying violence reach an audience of millions. To make #UNHATEWOMEN heard, the campaign used exactly these channels. The campaign video and accompanying motifs called for posting the hashtag #UNHATEWOMEN under misogynistic content, lyrics and songs.

On YouTube, individual quotations were placed as pre-rolls in front of the very music videos from which the texts originated. It was impossible to ignore them!

On the website Unhate-Women.com, users could download a dedicated filter for their profile picture. Allowing everyone to make a personal statement against hate speech and raise it as a topic in their own social circles.

Using social channels served as an optimal springboard. The intention was to create as much buzz as possible from the start. After all, those who can generate a high level of engagement in social networks also demonstrate social relevance.

#UNHATEWOMEN rocks the rap scene and social media

The video spreads like wildfire. Through private messages, rapper Fler threatens an Instagram user who shares the video and ultimately sets a price on her head.

#UNHATEWOMEN hits the headlines of leading media

The campaign becomes a controversially discussed topic and the subject of nationwide reporting. Süddeutsche Zeitung, Tagesspiegel, Welt and Bild cover the campaign.

The coverage culminates in an exclusive Stern TV report. The result: 10 million social media impressions and 46 million media impressions.

The discussion and solidarity among the population has an impact

Conciliatory statements and the announcement of charity concerts follow. Fler apologizes publicly to his victim.

The law against hate crimes is passed

The campaign successfully increases the pressure on politicians to take action: the German Federal Council passes the law against hate crimes on the Internet. A GZUZ song quoted in the #UNHATEWOMEN campaign is indexed.