The Challenge

13 Reasons Why sparked one of the most important and sensitive cultural conversations in television history. With the launch of season two, the creative challenge was to adapt the global US strategy into a locally relevant execution for the German-speaking market, and encourage meaningful audience engagement about the topics raised in the show in and considerate and balanced manner.

Audience

Young adult audiences together with existing fans of the series.

My Role

Leading the 13 Reasons Why integrated campaign across Germany, Switzerland and Austria, which included strategy, creative concepting and production of a rewatch podcast (before they were a thing!), extensive social content, and an influencer campaign featuring some of Germany’s most significant social and political voices. I was the project lead and producer for all podcast episodes, and video content.

The Podcast

A bespoke re-watch podcast hosted by Lina Mallon and Tarek Tesfu. Featuring 13 episodes, the podcast is available on YouTube and Spotify.

“Every Story Counts” Influencer Campaign

Inspired by the tapes of 13 Reasons Why, five German influencers all share their stories. The campaign was hugely conversational, opening up discussions around a series of topics discussed in the series and through the influencers’ personal stories and communities.