🎉 2022 Shortlist

Dyslexia Jersey

Entrant: Hamburger SV

Winner 2x 🏆
  • Best Engagement for Good
  • Best Use of Live Video

HSV-Dyslexia-Jersey -1

ABOUT THIS ENTRY

In the age of social media, every spelling mistake, no matter how small, is immediately punished and interpreted as stupidity. However, often they are not caused by a lack of intelligence, but a neurological disorder called dyslexia.

To set an example, the HSV sent two soccer players onto the pitch with intentionally misspelled names – during the Saturday night too match of the 2nd Bundesliga match, live on TV: "Heyer" became "Heya" and Meffert" became "Meffort". Just as people with dyslexia often mix up letters that sound or look similar.

Initially, we did not comment on the misspelled player names. But a social media shit storm was soon to follow. Once the negative reactions had reached their peak, we clarified our actions and made headlines throughout Germany.

How does this represent “Excellence in Engagement”?

HSV offers fans many engagement opportunities. In this case, however, it was more than that. It was a wake-up call to all fans and viewers. An action that not only informed them but motivated them to look at the issue in detail.


At the same time, HSV was the first football club that had the courage to turn away from active football and draw attention to something much more important on the pitch. The tolerance towards dyslexia.

Objective: Over 6 million people in Germany cannot read and write properly. The majority of which suffer from dyslexia, a reading and spelling disorder. But the real problem is not dyslexia, it’s our society. In the age of social media, every spelling mistake, no matter how small, is immediately punished and interpreted as stupidity. However, dyslexia does not mean a lack of intelligence, but a neurological disorder.

Dyslexia and soccer are not directly associated. However, the HSV has long been committed to offering every fan the same conditions for experiencing the fun of soccer: For example, by translating its own homepage into the so-called "easy language". In the course of the European Dyslexia Awareness Month October, it was therefore a natural fit for the HSV to set an example for the topic of reading and spelling disorders.

The target group primarily included soccer fans. But in the end, of course, we wanted to get everyone to rethink jumping to conclusions - especially those who like to criticize every spelling mistake on social media without questioning whether the cause might be something other than carelessness.

Strategy & Execution: As one of Germany’s biggest soccer clubs, the HSV wanted to set an example for those people affected by dyslexia and launched a very special campaign on a very special match day: the top match of the 2nd Bundesliga on Saturday night. Broadcasted live on two TV channels and in front of hundreds of thousands of viewers, the HSV sent two players onto the pitch with intentionally misspelled names. "Heyer" became "Heya" and Meffert" became "Meffort". Just as people with dyslexia often mix up letters that sound or look similar.

We did not comment on the misspelled player names. But a social media shit storm was soon to follow. During the halftime break, when the negative reactions had reached their peak, we clarified our actions on TV through the commentators, inside the stadium through HSV.tv and the stadium speakers, as well as on social media through the HSV channels.

Results: Daily newspapers, sports media, and tabloids: Throughout Germany, our jerseys made headlines. Within a few hours, we reached more than 267 million contacts. Three mixed-up letters turned into more than 2.4 million euros of media value.
But most importantly: We saw a change in reactions of fans and followers on Social Media. Hate and malice turned into understanding and encouragement. Even those affected and their relatives spoke out.

This way, we were able to show more than 6 million people that they are not alone. And that the HSV is actively supporting them with its numerous initiatives. So that all fans can enjoy football the same.

Production

  • Jung von Matt SPORTS

Credits

Katja Kraus
Managing Director
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Robert Zitzmann
Managing Director
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Alexander Michaelsen
Executive Creative Director
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Ronnie Patt
Executive Creative Director
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Felix Umbach
Creative Director
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Cora Hänel
Copywriter
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Gregor Ryl
Copywriter
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Hannah Wahlmeyer
Art Director
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Julian Rader
Senior Copywriter
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Ralf Bierhenke
Senior Art Director
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Maximilian Helmer
Senior Creative Producer
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Michelle Sitko
Junior Motion Designer
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Felix Appelfeller
Head of Sponsoring
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Vanessa Horn
Junior Project Manager
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Jakob Lauschner
Project Manager Sponsoring
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Robert Kosinski
Head of Digital & Innovation
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Jan-Luca Lossau
Consultant / PR
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Jonas Klee
Communications Manager
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