You are Germany are on positive thinking and on a new German national feeling aiming Social marketing campaign. She was called in the context of the initiative partner for innovation of 25 medium enterprises in the life and coordinated by Bertelsmann. The large-scale campaign is controversially discussed.

General data

Initiator of the campaign was Gunter Thielen, chairman of the board of the Bertelsmann AG. The campaign ran from 26 September 2005 by 31 January 2006. In the center of the campaign was located a TV-Spot, which was radiated almost at the same time to the campaign prelude on nearly all large television channels. Supplementing large sized announcements were used in printed media, Flyer, Plakatierungen and up to television and Kinowerbespots. According to press folder it acted over "the largest Social marketing campaign in the medium history of the Federal Republic ". The height of the advertising volume is numbered officially with 30 million euro. Since however all enterprises and actor involved do without their fee, this sum was not spent, but is only one addition of the resulting costs of a campaign of such an extent.

The Begleitmusik of the campaign came from the US-American composers Alan Silvestri and John Williams and is admits from the feature Forrest Gump (1994).

Logo

The pictogram provided for the campaign consists of three surfaces, whose colour contains the German national colors. There is a stylistic similarity to the Logo of the olympic plays in Barcelona (1992), which, as the Kampagnenlogo is to represent, a progressing person.

Another association led to a warning of the advertising agency young from matte against a parodistische Website, since it in-interpreted one "heaps of dog "into the pictogram, which provided already briefly after conception of the campaign for numerous biting remarks. www.wieder-deutschland.de

Contents

A avowed goal of the campaign is it to be and the Federal citizens too "more self-assurance and motivation "knock against of a movement for more confidence and selfinitiative in Germany ".

In the core of the campaign is located a so-called communist manifesto, which is simultaneous also in the center of the advertising spot. Up to two minutes the long Spots shows to a large extent prominent humans at historical, landschaftlichen and urbanen scenes. These carry the Slogan of the campaign you are Germany in different variations forwards: "You are the miracle of Germany ", "you are the tree ", as well as sense sayings and metaphors like for example "your will is like fires unterm back ", which releases positive feelings and which spectators are to inspire and drag along spontaneously.

Excerpts from the communist manifesto:

"A butterfly can release a Taifun. Perhaps the gust of wind, which is displaced by its flapping of wings, entwurzelt a few kilometer of far trees. Exactly the same as itself a Lufthauch to a storm developed, your act can work. [...] Your will is like fires unterm back. [...] Nevertheless once we already down-tore a wall. Germany has enough hands to hand over it each other and anzupacken. We are 82 million. We make ourselves the hands dirty. You are the hand. You are 82 million. Treat your country nevertheless simply like a good friend. Meckere over it [...] you is not Germany. ""The communist manifesto" of the campaign.

Positive resonance

An inquiry given by the initiators at the society for consumer research (GRP) in order resulted in that two weeks after start of the campaign 54% those, which had consciously noticed it up to then (35% the Federal citizen), which positively evaluated campaign. Further the supervisors speak of "approximately 400 companies, federations [n] and organizations "in the action to take part wanted '' official press briefcase of the campaign; the numerous support of most diverse medium companies (list see below) in addition by free advertising places as well as the likewise fee-free participation of prominent shows the support of the campaign with companies and Prominenz.

On the homepage the campaign insists the possibility, a photo connected by itself, with its name and its own small message to high-load into a gallery of the supporters. Several thousand young humans noticed up to now this going through offer.

Beside numerous critical newspaper articles there are also positive voices, those the campaign large value as "departure signal "zuschreibenHans Martin '' Tendency of the departure the world, 05 December 2005.

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