Violence against women has many faces.

Every day, women fight against stereotypes, sexism and physical violence. But words can also inflict violence against women. 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 wants to put an end to ignoring the situation and brings awareness to the fact that verbal violence against women is not a fun attitude; itt harms people and lays the foundation for other forms of violence. The campaign aims to create awareness of 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 towards women. TERRE DES FEMMES demands a consistent effort to eradicate and prosecute hate crimes on the Internet against women and girls.

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

In a viral video campaign, #UNHATEWOMEN takes on the rappers using their own weapons: their lyrics – and places them in the hands of those they subject to verbal violence. Read out by women and free from bling-bling and booming beats, there’s only one thing remaining 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 about hate crimes against women in the German rap scene.

Thanks to the campaign, whoever feels exempt from 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. In the end, the pressure should force the latter to enact 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.

Instead of attacking an entire culture, #UNHATEWOMEN seeks an open exchange. To provoke an honest discussion about misogyny in German rap, it does not help to criticise artists for what they are, but for what they say in their songs. Without casting a contemptuous glance at such a diverse culture, but with a clear message: we must prevent violence against women.

Start a movement and encourage discussion.

Rappers glorifying violence reach an audience of millions on social networks. 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.

The campaign hits a nerve and spreads like wildfire, triggering a massive wave of solidarity and lively debate on social media. The hashtag #UNHATEWOMEN quickly finds itself at the top of the trends on Twitter and Instagram.

This strong dynamic on social media is quickly recognised by the media. Almost all national leading media report on the campaign and make it a nationwide top topic. The result: 10 million social media impressions and 46 million media impressions.

The rap scene, which initially reacted with threatening gestures, issued conciliatory statements and announced fundraiser concerts. Rapper Fler, who threatened women and eventually put a bounty on a female supporter of the campaign, publicly apologises to his victim.

The campaign and its supporters successfully increase the pressure on politicians to take action: The Federal Council passes the law against hate crime on the Internet. A GZUZ song cited in the campaign is indexed.