This Campaign Literally Shakes the German Media Landscape

Exactly one year after the devastating earthquake that shook the people in Türkiye and Syria, 'Aktion Deutschland Hilft' launches an extraordinary campaign to emotionally commemorate the events and the ongoing dramatic situation of the affected. In close cooperation with the creative agency Havas Germany and the Creative House, the creative unit of Seven.One AdFactory, 'Das große Wachbeben' starts on February 6th as a comprehensive, medial wake-up call that literally makes the media nationwide quake.

Background: On 06/02/2023, the earth trembled in the Turkish-Syrian border region with a magnitude of 7.8 on the Richter scale; several aftershocks followed. Over 50,000 people died, and more than 100,000 were partially severely injured. Millions of people still live in emergency shelters, and millions still suffer from the consequences of the disaster.

"After a certain time, the coverage of major disasters unfortunately diminishes. This applies to earthquakes, tsunamis, and hurricanes in many countries worldwide. And it also applies to the devastating earthquake in Turkey and Syria. Then it can happen that the suffering of people is forgotten. But the need often remains high," says Dr. Thilo Reichenbach, head of brand and online at 'Aktion Deutschland Hilft'. "We want to shake people up with the campaign and remind them of the earthquake."

Various media simultaneously quake across the country 

And 'Aktion Deutschland Hilft' - the strong alliance of over 20 aid organisations - also wants to show what has been achieved with the entrusted donations for the affected people. In the first days and weeks after the earthquake, the focus of the helpers was on acute emergency aid. Now it's about continuing to stand by the side of the people, rebuilding the destroyed infrastructure, and improving the lives of the population in the long term.

On the anniversary, 'Das große Wachbeben' therefore makes Germany's media landscape tremble for the duration of the two strongest earthquakes. For this purpose, on 06/02/2024, exactly one year after the events, digital advertising spaces in public spaces (WallDecaux), websites, streaming providers, and well-known TV programs are literally shaken through simulated content tremors. Anyone can participate using the hashtag #Wachbeben and by using the specially provided campaign filters on social networks.

"We have worked closely with our Turkish colleagues from the beginning, who were close to the events and all knew someone who was affected by the earthquake – and still is today," comments Eric Schoeffler, CCO Havas Germany and ECD Europe. "It is high time to wake up the public so that they can turn their attention back to those who need our help."

'Das große Wachbeben' is also supported by large companies such as Reckitt Germany, Stadtwerke Düsseldorf AG, DWS Investment GmbH, Justdiggit, or the state capital Düsseldorf.