How do you advertise an anti-racist message to a group of Neo-Nazis?
Simple: You sneak it in with a Trojan T-Shirt.
At a recent right-wing extremist rock concert in Germany, a group called Exit Deutschland handed out t-shirts that featured skulls and bones and the message “Hardcore Rebels: National and Free” on the front.
However, after the fist wash, the original design would wash away, revealing the hidden message underneath: “What happened to your shirt can happen to you. We can help you break from right-wing extremism.”
The goal was to reach younger Neo-Nazi members who haven’t yet fully converted into extremism, to plant the seed that there’s always hope for a change in your life path.
Even with an audience as challenging as Neo-Nazis, this t-shirt campaign proves that with the right medium, you can get your message in front of just about anyone.
Via Spiegel Online