ABSEITS ABSCHAFFENAwareness campaign for the Society for Civil Rights
During the 2024 UEFA European Football Championship in Germany, city officials controversially decided to displace homeless individuals from public spaces to present a more polished image to international guests and media. In response to these unlawful actions, we launched an impactful awareness campaign titled "Abseits abschaffen" (translated as "Abolish Offside"), aiming to shed light on this pressing issue.
With a small budget of just €1,000, we partnered with the Society for Civil Rights (Gesellschaft für Freiheitsrechte) to create a pro-bono campaign that cleverly connected football terminology to social justice.
Inspired by the iconic offside flag and its bold colors, our visuals highlighted the parallels between being "offside" in football and the exclusion faced by homeless individuals in society.
Launched during the championship, the campaign reached over 210,000 impressions across various platforms.
A major highlight was FC St. Pauli sharing our message, amplifying its reach. Despite limited resources, the project demonstrated how creativity and purpose can drive meaningful change.
Agency: Scholz & Friends
Creative Direction:
Lucie Ilg, Philipp Fernholz
Junior Art Direction: Marco Pröfrock