“klimafreundlich pflegen: überall!” is a nationwide climate protection campaign by AWO Bundesverband (Arbeiterwohlfahrt), one of Germany’s largest welfare organizations. Following the AWO’s goal of climate neutrality before 2040, the project worked with around 90 stationary care facilities across Germany to make everyday care more climate friendly, without compromising quality of care.
Each participating facility first measured its own carbon footprint. Based on that data, staff and residents developed concrete climate protection measures together, focused on three areas: energy, resources, and catering. Five regional offices supported the facilities on the ground, and the project built a public website and social media presence to share results, raise awareness, and make good practice examples from participating homes visible and replicable across the wider care sector.
As Creative Director at w21k, I developed the campaign’s visual identity and led its creative concept and design across web, print, and social media, including accessibility standards throughout.
