The "Force for Good" campaign by Nummer gegen Kummer addresses the pervasive issue of domestic violence against children in Germany, highlighting the emotional and psychological pressure experienced by nearly one in ten affected children. The campaign leverages an innovative digital format—a force touch sensitive interactive film—that allows users to experience a child’s daily life from both normal and violent perspectives, emphasizing the invisible impact of domestic violence. This immersive approach aims to deepen empathy and awareness, making the intangible trauma more relatable and understandable.
The brand proposition centers on providing a confidential, supportive helpline for children and parents dealing with violence, emphasizing accessibility, anonymity, and understanding. Nummer gegen Kummer’s promise is to listen, support, and collaboratively find solutions for those affected by domestic abuse, positioning itself as a trusted resource in a sensitive and often hidden social issue.
Strategically, the campaign uses the interactive film format as its creative angle, employing technology to engage users actively rather than passively consuming content. This immersive experience taps into a critical insight: that understanding the emotional burden of domestic violence requires more than statistics or traditional messaging—it demands empathetic engagement. By targeting digitally active audiences in Germany, the campaign connects with both potential victims and the wider public, encouraging awareness and action through an emotionally resonant, innovative medium. The campaign’s use of documentary and social experiment elements further grounds its authenticity and social relevance within the public service market category.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign best fits the Demonstration format. The narrative and meta data repeatedly emphasize an interactive, “force touch sensitive” film designed to allow viewers to directly experience the pressure and perspective of domestic violence from a child’s eyes. Instead of merely describing the issue or symbolizing it, the campaign lets users “experience” the problem through digital interaction—demonstrating both the harsh reality faced by children and how Nummer gegen Kummer’s service addresses the issue. The campaign’s core creative device is letting viewers understand the service and empathy it offers via active engagement, illustrating the impact and accessibility of the helpline.
1. Nummer gegen Kummer e.V. (Kummernummer for Children and Teens) – As the original brand, Nummer gegen Kummer offers confidential, free telephone and online counseling specifically targeted at children, teens, and parents. Their strategic angle is accessibility and anonymity, focusing on mental health and emotional support, leveraging trust and nationwide reach within Germany.
2. Telefonseelsorge Deutschland – Positioned as a broad-reaching, 24/7 crisis hotline, Telefonseelsorge offers confidential emotional support to all age groups. Their strength lies in immediacy and availability, operated by volunteer professionals, making them a go-to service for urgent psychological and emotional crises.
3. Jugendnotmail – This service specializes in online counseling for children and teenagers facing psychosocial problems. Jugendnotmail differentiates itself by providing a mail-based, asynchronous counseling format, catering to youth who prefer anonymity and time to articulate their issues carefully.
4. Rat auf Draht – An Austrian peer and professional counseling service for youth, positioning itself on a combination of professional advice and peer-to-peer support. They emphasize trust, empathy, and culturally sensitive counseling, appealing especially to young people in need of understanding and non-judgmental communication.
5. Deutsche Kinder- und Jugendstiftung (DKJS) – While broader in its educational and social development mission, DKJS supports youth well-being through community-based programs and preventive approaches. DKJS positions itself as an enabler of systemic change, focusing on empowering youth via social projects rather than reactive crisis intervention.
Q: What is Force for good about?
A: Force for good is a 2017 digital campaign created by La Red for the German public service brand Nummer gegen Kummer. The campaign addresses the issue of domestic violence against children, which affects nearly one in ten children in Germany. Its central creative idea is an interactive, force touch-sensitive film that allows viewers to experience a child’s daily life from both normal and violent perspectives. By immersing users in the emotional and psychological pressures faced by affected children, the campaign aims to foster empathy and drive awareness around child protection and the importance of accessible support services.
Q: What creative device does Force for good use?
A: Force for good employs the Demonstration format, as classified by Clapboard’s 12-format taxonomy. This creative device directly shows how Nummer gegen Kummer’s support service works by allowing users to interact with a force touch-sensitive film, experiencing the reality of domestic violence through a child’s perspective. Rather than relying on traditional storytelling or statistics, the campaign leverages digital interactivity to immerse the audience in the issue, making the emotional impact of violence tangible and illustrating the role of the helpline in providing relief and support.
Q: What is the campaign proposition for Force for good?
A: The campaign proposition for Force for good positions Nummer gegen Kummer as a confidential, supportive helpline for children and parents facing domestic violence in Germany. The brand’s message centers on accessibility, anonymity, and understanding, promising to listen and work collaboratively with those affected to find solutions. By using an innovative interactive film, the campaign targets digitally active audiences and emphasizes that true understanding of domestic violence requires empathetic engagement, not just awareness. This approach aims to make the invisible trauma of child abuse more relatable and to encourage proactive support within the public service market.
Q: How does Force for good rank in Clapboard's archive?
A: Force for good holds a Clapboard Campaign Score of 69/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the public service and social awareness sector.
Q: Who are the competitors in Nummer gegen Kummer's category?
A: In the public service and child protection category, Nummer gegen Kummer competes with several key organizations. Telefonseelsorge Deutschland offers broad, 24/7 crisis support for all age groups, focusing on immediate, confidential assistance. Jugendnotmail specializes in online, mail-based counseling for youth seeking anonymity and time to express themselves. Rat auf Draht, based in Austria, combines professional and peer support with an emphasis on empathy and cultural sensitivity for young people. Deutsche Kinder- und Jugendstiftung (DKJS) operates on a systemic level, empowering youth through community programs and preventive initiatives rather than direct crisis intervention.
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