GEW Schleswig-Holstein is a regional association of Germany’s Union for Education and Science. It represents teachers and other education professionals, advocating for fair pay, better working conditions, and high quality education.
Teaching is a vocation shaped by commitment and passion, and it should also be a source of joy. Yet providing every child with a high quality education depends on fair and sustainable working conditions. For many teachers, this is not the reality: understaffing, excessive workloads, and inadequate conditions can lead to frustration and burnout.
As Communications Strategist and Creative Director at werk21 Kommunikation, I developed the campaign “Mit euch, für euch!” (“With you, for you!”). The campaign positioned GEW as a strong, capable advocate for teachers, an organisation that understands their day to day challenges and addresses them with expertise and determination.
The creative approach acknowledged real problems in the education system without allowing those problems to create negative associations with GEW or its candidates. To achieve this, I separated the campaign’s issue based and candidate focused communication. Topic led posters drew attention to specific shortcomings, while candidate posters conveyed a positive, credible, and forward looking vision.
