EXIT-Deutschland, an organisation providing support for people dropping out of right wing movements in Germany, has won a Gold Pencil for Public Service at the 2012 One Show this year for their Trojan T-Shirt campaign. The organisation, founded by criminologist and former police detective Bernd Wagner and former neo-Nazi leader Ingo Hasselbach, handed out what appeared to be hard core t-shirts at the Rock Fuer Deutschland festival run by Germany’s right wing NPD party. Members of Exit Deutschland dressed up as Nazis and passed 250 of their shirts to Festival visitors. Once the guys came home after the Festival and washed their shirts the shirt revealed a different message: “Was dein t-shirt, kan kannst du auch” (What your T-shirt can do, so can you), and the message “We’ll help you break with right-wing extremism”, and a contact number for Exit Deutschland. 24 hours after the Festival NPD watchdogs sent out SMS warnings to the festival guests.
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The Trojan T-Shirt campaign was developed at Grabarz & Partner, Hamburg, by creative director Ralf Heuel, art directors Sebastian Kuehn and Philipp Schwartz, designer Alexander Milde, copywriters Anna Wilhelmi and Christian Moehler.