Made by Diversity

Shortlist: European Excellence Awards

Our Goals

In the run-up to the state elections in eastern Germany, right-wing populist parties are stirring up sentiment against migrants and people with non-German roots. This not only harms society, but also Germany's economic strength. Timm Mittelsten Scheid, partner of the family business Vorwerk, is therefore initiating the campaign “Made in Germany, Made by Diversity” together with over 40 companies. Our task was to generate attention for the core messages of the campaign: Diversity is the basis for prosperity and economic growth.

Our Approach

1. Development of a narrative as a content basis
2. Campaign website madebyvielfalt.com as a central activation platform
3. Interview in Welt am Sonntag as kickoff of the initiative and lighthouse for further reporting
4. Placement of advertisements in daily media to generate attention for the concerns of the initiative
5. Proactive public relations with the aim of being able to react quickly to current developments

Results

In the period from August to October 2024, we succeeded in generating over 2,000 clippings (print, online, TV, radio) and more than 20,000 mentions in social media with a potential total reach of 3 billion contacts. International media such as Forbes and the Financial Times also mentioned the initiative. The sentiment related to the total reach was 64% positive and “on narrative”.

According to a survey by Pilot Hamburg and Norstat, every fifth German has noticed the “Made by Diversity” campaign.

The number of participating family businesses rose to over 140 during the campaign period, and it was simultaneously supported by leading business associations.