Campaign: The Teddy Bear Messages

WPP company:
Scholz & Friends Hamburg
Dunkelziffer e.V.


Around 200,000 cases of child abuse go unreported in Germany every year. This campaign released hundreds of cuddly toys into the sky of Hamburg, each carrying a message to raise awareness of child abuse.

Results & Awards:

  • 4.5m views of the video.
  • 63,000 reactions and 20,000 shares on social media.
  • 1,200 media mentions globally within 48 hours of the campaign’s launch.
  • 120,000 Facebook views.
  • MAX Awards 2017: Silver.
  • 11 - communities