Hertha Berlin with its #TakeAKnee movement kicked-off the game with a social message
Hertha Berlin with its #TakeAKnee campaign is making the world sit up and take notice of their vision of togetherness without discrimination. Everyone’s equal and we’re a team. It’s a show of solidarity before the start of the Bundesliga game where they will be pitted against FC Schalke 04. And this movement-cum-campaign is making waves in the sports community across the United States.
We believe that the larger takeaway from this campaign should be that there’s an urgent need (more needed than ever) for everyone today to be tolerant and respectful of each other’s culture, religion, caste, sex, and whatever form of identity one has or believes in.
If we take a look into the books of history, the #TakeAKnee campaign didn’t start recently. It took roots in the US twelve months back when former San Francisco 49ers quarterback Colin Kaepernick went down on his knees as the national anthem of his country began to play. He did it to show his stance against the discrimination on the basis of racism. And thus, began the #TakeAKnee movement that struck a chord of solidarity amongst the people of the United States. Hertha Berlin or Hertha BSC has played an instrumental role in making the movement a hit in Europe with the help of players’ and coaches’ images that show them down on their knees with arms placed together. It surely wants to propound more awareness on the tolerance issue.
Hertha BSC stands for tolerance and responsibility! For a tolerant Berlin and an open-minded world, now and forevermore! #TakeAKnee #hahohe pic.twitter.com/spZvRSGVxQ
— Hertha Berlin (@HerthaBSC_EN) 14 October 2017
Hertha BSC is a German football club located in Berlin’s Charlottenburg. It plays in the Bundesliga, the top-tier of German football. Hertha BSC advocates the principles of tolerance and accountability. Bundesliga has already begun and here is what Hertha BSC had tweeted as its home players knelt in the form a human chain in the Olympiastadion before the game began, “For a tolerant Berlin and an open-minded world, now and forevermore.”
Credits
Advertising Agency: Jung von Matt, Germany
Managing Director: Raphael Brinkert
Creative Director: Zoran Drobina
Art Director: Michael Hülsbeck
Copywriter: Mattias Jahn
Client Service Director: Holger Hansen
Project Managers: Janik Lindenblatt, Yannick Maser
Marketing: Paul Keuter, Daniel Schmid
Tags:
Hertha Berlin #TakeAKnee, Experiential, Germany, Sports, Hertha, Jung von Matt, Digital, Awareness Campaign
