Text Bärbel UnckrichHorizont
The campaign is running on social media (Youtube, Snapchat, Instagram, TikTok), OoH and print, as well as around several festivals
Many children today prefer to spend their free time in front of their cell phone or computer screens instead of pursuing artistic and cultural education. The Federal Association for the Education of Children and Young People (BKJ) wants to counteract this and is launching a campaign to show that cultural leisure activities are not only fun, but also promote participation in society.
For the implementation of the campaign, the association enlisted the support of the Berlin agency The Goodwins, which secured the budget in a pitch. At its core, the campaign is about fighting educational inequality and the drifting apart of society. Adolescents in particular have had to put up with profound encroachments on their educational, support and participation rights during the pandemic. And the cuts continue: The federal government's latest budget proposal includes drastic cuts to cultural education for children and young people. Many extracurricular activities are threatened with closure in the coming year.
The appearance is sponsored by the Federal Ministry for Family Affairs
Under the motto "Machmamit! - Find what's yours," the aim is to draw the attention of children and young people and their parents to low-threshold cultural education programs and encourage them to participate. The various measures show how diverse the offerings in this area are. At the heart of the campaign is the website Machmamit.de (https://www.machmamit.de/). For the first time, the website bundles cultural education venues across Germany and presents them in such a way that children and young people can easily find institutions in their vicinity and actively find out about what is on offer. Accompanying communication measures with a focus on social media, schools and events draw attention to the website and convey to young people that cultural education gives them the opportunity to play an active role in shaping society.
"All children and young people, without exception, have the right to play and be artistic, and with it, equal opportunities, comprehensive education and participation. With the current campaign, which highlights the impressive diversity of cultural education opportunities throughout Germany, we want to encourage young people in particular to participate who have not yet had access to them," says BKJ Chairwoman Susanne Keuchel.
Tim Stübane, Partner Creation at The Goodwins, adds: "Cultural education makes you strong for life! We are therefore pleased to provide children and young people with low-threshold access to appropriate offerings with this casual, fun campaign. Since we are particularly targeting those who have not yet had access, we are thus counteracting the existing educational inequality in Germany and thus a drifting apart of our society."
The campaign runs until November with several flights in social media (Youtube, Snapchat, Instagram, TikTok), OoH and print, as well as around several festivals. The communication campaign is funded by the German Federal Ministry for Family Affairs, Senior Citizens, Women and Youth (BMFSFJ) as part of the "Future Package for Physical Activity, Culture and Health".
