Public Movement: Rebranding European Muslims
"Rebranding European Muslims" is a project by the Israeli performance and research group Public Movement, commissioned by steirischer herbst 2012: An international public relations campaign, which aims to change the image of the European Muslim population. The announcement of this campaign can be seen at the ongoing 7th Berlin Biennale as part of the so called solidarity actions.
A billboard presents a portrait of the anonymous Muslim with the declaration "multiculturalism has failed, completely failed" by German Chancellor Angela Merkel. Public Movement takes this statement as a chance to begin a new chapter in European/Muslim relations.
The strategy of the project is to understand Merkel’s statement in a positive light, using this as an opportunity to end the reliance on "multiculti" and to consider that all people are responsible for the failure.
The campaign itself will be launched on 28/09/2012 with a grand gala as part of steirischer herbst festival 2012 and will subsequently spread to other European countries afterwards.
7. Berlin Biennale – Solidarity Action #6: Rebranding European Muslims
Venue: Auguststraße 10 (Corner Tucholskystraße), 10117 Berlin
27/04 – 01/07/2012