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Campaign|Integrated, Social Media & Online Marketing
WITH MEMES FOR NOW
DGB-Jugend

State and local elections were held in eight federal states throughout 2021, as well as the election to the 20th German Bundestag. Whoever managed to set the agenda this year would shape the political agenda for the coming years. For the umbrella organization of youth trade unions "DGB Jugend", it was important to set the issues that move young people.

Our role:
Design
Event
Concept
Political campaigning

Idea

What we are doing is as simple as it sounds, with the impact it needs: We are bringing the word "now" back to politics. In the campaign, we focus on the very broad, diverse demands of the DGB Youth and give it a unifying umbrella. The campaign looks the way it should: shrill, activating, somewhat gaudy. Designed with the target group in mind!

The DGBJ logo 'Press Start' with campaign claim: 'It's about our NOW! `in quick color change

Implementation

Our services were as diverse as the campaign itself: Campaign concept and design, guidelines for adaptation by local groups, and activating campaign packages with print materials, templates and a sharepic generator guaranteed a broad impact. We also developed highlight activities such as a tattoo pop-up studio where we called on members of the Bundestag to tattoo their demands - NOW!

Creative campaign participation with Sharepic Generator

With the Sharepic generator, young people were able to spread their demands in an uncomplicated, creative and individual way: Simple participation with maximum fun factor - with the target group in mind! In this way, young trade unionists took up topics such as climate protection, training and rents with a lot of humor and irony and spread them in the digital space.

DGB Youth Campaign Guide Title

Result

The decentralized campaign activated young trade unionists everywhere - from Kiel to Munich, Essen to Leipzig, actions took place in almost all (medium-sized) cities. Internally, we broke a record: never before had so many materials been ordered for an umbrella organization campaign. We also maximized our external success and created a high level of visibility for our demands: On the one hand, as part of the May Day demonstrations and with the pop-up tattoo studio, which was effective in the press.

Poster DGB Youth
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