The foundation for BACKUP was developed in a joint workshop with the City of Kassel and its residents. Machbar condensed the idea into a campaign concept and created the simple, recognisable +1 symbol: those who visibly wear it show they are observant, present, and approachable when someone needs support. This transforms an attitude into a promise: you are not alone.
Machbar developed the entire campaign presence – from billboards, pins, and flyers to the microsite and social media, including the concept for the launch event at BALi. Distribution points and individuals visibly wearing the symbol create a growing network for greater support in Kassel.
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