- Agency for brand experiences designs and realizes campaigns for the Techniker initiative in cooperation with the FC St. Pauli KIEZHELDEN
- „Weltverbesserer“ encourages social commitment
- Current toothbrush campaign benefiting the aid agency Hanseatic Help e.V.
Making the world a little better every day. That is the mission of the „Weltverbesserer” initiative that the Techniker Krankenkasse (TK) and the FC St. Pauli have founded together. EAST END, the agency for brand experiences, took over the conception and realization of various activities and the accompanying communication measures. The „Weltverbesserer” initiative motivates thoughtful consideration and communication, enabling everyone to be part of making the world a better place and making such commitment fun.
The „Weltverbesserer” initiative began with a friendly match between FC St. Pauli and Werder Bremen to which 1,000 refugees and socially needy persons were invited. Further activities developed and realized by EAST END for the Sport Bild Award in August gathered prominent visitors at the Techniker stand to literally hang in there. The longer they were able to hang on the bar, the more time Techniker lent to a good purpose. The collected time was used e.g. by six TK members for an evening indulging families of seriously ill children.
In cooperation with Hanseatic Help e.V., a large campaign for collecting toothbrushes and toothpaste will take place until the end of November because, according to a large German oral health study (DSM), twice as many children from lower income families suffer from cavities (25 percent) than children from families with higher social status (12 percent). “Help Brushes!” is the campaign’s motto. Launched from the Techniker headquarters, further TK locations are following. Also at two FC St. Pauli matches, visitors were able to participate – at the last home match, a „Weltverbesserer” stand in front of the Millerntor Stadium and the club’s fan shop collected dental hygiene products for children in need. The initiative „Weltverbesserer” is supported by various Techniker and KIEZHELDEN communication measures, amongst them a press conference, the distribution via social media and the placement in the club’s media.
“Everyone can help to make the world a better place”, says Dr. Jens Baas, Head of the Supervisory Board at Techniker. “Initiatives like the „Weltverbesserer” show that it only takes a small push to get people engaged in help projects.”
„The „Weltverbesserer” initiative is not only a conceptually interesting project for EAST END, but also a kind of challenge to our motto Experience Beyond Moments”, says Oliver Golz, founder and managing director of EAST END. „We are pleased to participate in the „Weltverbesserer” and promote long-term social commitment.”
At the beginning of the year, EAST END was succeeded in a multi-level, Europe-wide pitch process to become the lead agency for TK in the area of events. During the coming four years, the agency will support the health insurer in its re-positioning.
More information about the „Weltverbesserer” initiative and all future activities is available on the Internet at www.weltverbesserer.de.
