Raising awareness of retailers’ concerns and needs with a German Brand Award-nominated initiative.
#Wirmachen AUFmerksam
Until the beginning of 2021, the subject of retailing and the associated consequences of the lockdown in Germany was not in the public eye. This was despite the fact that 65% of stationary retailers were directly affected by the pandemic measures, which threatened their existence.
So in January the idea was born to give a voice to the many people affected. From the beginning, FUNKY_CARE was aware that it had to happen quickly and effectively… attention had to be drawn! #wirmachenAUFmerksam.
For this purpose, retailers were asked to post pictures of their store and the poster provided 11.01.2021 and to spread them via social media. This was how “AUF_merksamkeit” was generated in no time among more and more people. After just a few hours, more than 1,800 Instagram posts were posted under the hashtag #WirmachenAUFmerksam (We draw attention). The response on Facebook and other social networks was also impressive. During the course of the day, many local daily newspapers and regional radio and TV stations also reported on the initiative, as did ZDF’s “heute-journal§, ARD’s “Hauptstadtstudio” and Talkmaster Markus Lanz.
The great success encouraged us to continue, because the attention of politicians and elected officials was now guaranteed. The second step of the campaign focused on the concerns and needs of the employees – on 01.02.2021, affected retailers were asked to pack goods that they could not sell due to the closed stores into boxes, stick them with the action posters and spread them via social media using the hashtag #Wirgehenmitvoran (We lead the way).
The great success encouraged us to continue, because the attention of politicians and elected officials was now guaranteed. The second step of the campaign focused on the concerns and needs of the employees – on 01.02.2021, affected retailers were asked to pack goods that they could not sell due to the closed stores into boxes, stick them with the action posters and spread them via social media using the hashtag #Wirgehenmitvoran (We lead the way).
The attention to the existence-threatening situation of the trade could now be clearly seen on all platforms. Driven by this success, numerous follow-up campaigns were launched in almost every city in Germany, all pulling in the same direction. The entire media was supporting the project, and the response from the public was positive throughout.
