German Federal Ministry of the Interior (BMI) Print THW by Fischer Appelt


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Industry Government & Other Authorities, Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market Germany
Agency Fischer Appelt
Creative Director Philip Bolland, David Morales
Senior Art Director Marc Tebart, Jessica Philipp
Junior Art Director Josie Schnitt
Senior Copywriter Christian Rullfs
Photographer Kristian Schuller
Production It’s Us
Director Soeren Schaller
Released October 2017

Credits & Description

Category: Public Interest, NGO
Media: Print
Brand: German Federal Ministry of the Interior
Agency: fischerAppelt
Geo: Germany
Advertising Agency: fischerAppelt, Berlin, Germany
Creative Directors: David Morales, Philip Bolland
Senior Art Directors: Jessica Philipp, Marc Tebart
Junior Art Director: Josie Schnitt
Senior Copywriter: Christian Rullfs
Photographer: Kristian Schuller
Director: Soeren Schaller
Production Company: ITS US
Published: October 2017
In Germany, just as in the rest of Europe and the world, there are currently many concerns – concerns about terrorism, about refugee policy, and concerns about those who are overly concerned about anything (and anyone) they do not know.
Yet the 1.7 million police officers, firefighters and rescue workers who ensure our country’s and our personal safety are often hindered in their work, paradoxically even by violence towards them.
The Federal Ministry of the Interior wants to restore respect for the people who risk everything for us with the nationwide campaign “Strong for you. Strong for Germany”. The campaign manages to address everyone – thoughtless people being in the way during an emergency as well as refugees whose experience has taught them not to trust the police.
The campaign includes TV spots shown during prime time on private TV channels; targeted online measures (German, English and Arabic) such as longer versions of those spots; as well as huge posters in selected German cities.
All content is particularly authentic and emotional. This is achieved by staging real members of police and emergency services: their images and comments reveal the person behind the uniform and their commitment to be strong for each and every one of us. No matter what.
No Matter How Hopeless It May Seem