Social
“All government rests upon opinion.”David Hume
Freedom of the press is the heart of every democracy. The heart of good media is the opinion that readers, listeners and viewers can form for themselves. Opinions are in demand, particularly where action really needs to be taken. Publicly relevant topics are usually matters for ministries and institutions. Our topic is to spread these topics and make them relevant on their behalf.
EXAMPLE
Courageous – AOK
Racism is a subject for protests and demonstrations – but is it really a subject for songs and rap? Of course – if you do it like the AOK health insurance company. It has been implementing our communication ideas for years with creative competitions designed to overcome the lethargy of “young people today”. And lo and behold: they’re not that lethargic after all. They make anti-drug videos or record their own songs against racism. The opportunity for them: to be successful. The opportunity for everyone: to draw attention to sensitive subjects, make them a topic of conversation and publicise them in collaboration with media partners like VIVA and BMG. Young people pass on the message to other young people. The experts’ verdict: cool, man.
EXAMPLE
Bildung und Meinungs-Bildung – BMZ
An old German saying advises people to make stay in their own village and earn an honest living. It is long since outdated – there is far too much hunger in the global village for people to be able to just look after themselves. One-fifth of humankind suffers from famine. There are plans to halve this figure by the year 2015 with the help of the industrial nations. One key factor in this context is the presence of the subject in the media in the industrial nations. That is why Germany’s Federal Ministry for Economic Cooperation and Development (BMZ) is organising a conference on global famine. Not only scientists and politicians will be invited to attend the world conference, but also journalists and opinion-leaders. An impressive and moving brochure is designed to sensitise journalists to the topic and its complexity. It is an event that no one can simply ignore, and we are proud to have contributed to it.
