From 2020 to 2023, JUNGMUT worked with ZNS on a communication campaign designed to raise awareness of traumatic brain injury, increase awareness of the foundation and its services, and encourage donations.
In addition to developing the communication campaign, JUNGMUT also supported the ZNS in optimizing and expanding the use of digital channels and in producing content in the form of photos and videos.
The communication campaign of the ZNS – Hannelore Kohl Foundation focused on the slogan: “I would never have dreamed that …”.
The dream campaign – I would never have dreamed that ...
Every two minutes, someone in Germany suffers a traumatic brain injury – that’s around 270,000 people per year. One in six of them has to live with long-term or permanent brain damage. Most of those injured would never have dreamed that their lives could change so suddenly.
The basic idea behind the dream campaign is to highlight that those affected and their families often face a completely new life after their traumatic brain injuries and find support here, above all through the ZNS Foundation.
On the landing page and social media channels of the ZNS, they share their stories and thus encourage other affected persons and their relatives. On the one hand, the focus was on the personal experiences of private individuals in order to give the campaign emotional closeness. On the other hand, well-known personalities had their say, which not only ensured reach, but also showed that a traumatic brain injury can happen to anyone.
Among those who got involved were:
- Adel Tawil (singer)
- Melodie Michelberger (author)
- Hans-Peter Durst (German paracyclist)
- Timo Stiehl and Nele Kaufhold (influencers)
Emotional stories, approachability, and reach
The challenge of the project was to position the ZNS Foundation as independent experts in the field of traumatic brain injury and to raise awareness of the issue and its (sometimes invisible) consequences among the general public.
Accurate communication and a respectful and inclusive approach – especially towards those affected and their families – were of central importance and were reflected throughout the campaign. Each production was tailored to the needs and messages of the protagonists in order to tell their stories in an emotional way and with added value.
The project team consisted of experts in the fields of conception, consulting, strategy, social media, content management, design, moving images, and project management. In 2021, a campaign landing page was launched to make the foundation’s work accessible to a wider audience.
Content tailored to the platform and target audience
The basic building blocks of the individual campaign segments were longer video sequences and photos of the protagonists, which were created from several joint productions as part of the campaign. In addition, a so-called dream statement was filmed, which briefly and concisely, yet in an accessible way, reflected the fate of the person concerned.
The long video sequences were then edited for the foundation’s respective social media platforms and adapted to the individual requirements of the target groups and channels.
Instagram and Facebook
For the two meta platforms, the focus was primarily on appropriate and concise storytelling and the most popular format in each case. On Instagram, short-form videos—also known as reels—ranging from 30 to 90 seconds in length are particularly popular. The reels were supplemented by appropriate story and photo posts that supported the messages and stories of those affected.
YouTube
All of the protagonists’ stories can be viewed again in full detail on YouTube. The video description also contains links to all other videos and channels relating to the foundation and the dream campaign.
Landingpage
The landing page was an important component of the campaign, not only enabling individual ads to be linked to a website with relevant information, but also offering the opportunity to tell the protagonists’ stories in detail, with all their aspects, videos, and photos, thanks to its unlimited space. Here, all the content came together to form a long and emotional storytelling experience.
Paid social and SEA for greater visibility
In order to increase visibility and reach—and thus donations—in addition to organic content, the campaign was expanded to include paid social and SEA ads. To this end, JUNGMUT segmented individual messages in line with the storytelling and the stories of the protagonists and adapted them to formats suitable for the platforms.
These included:
Instagram & Facebook
- Carousel ads
- Story ads
- Video ads
- Banners
- Display ads
YouTube
- Skipable in-stream ads
- Non-skippable in-stream ads
Correct communication and respectful, inclusive interaction
The challenge of the project was to position the ZNS Foundation as independent experts on the subject of traumatic brain injury and to raise awareness among the general public about traumatic brain injury and its (often invisible) consequences.
It was important to communicate accurately and treat everyone with respect and inclusivity, especially those affected and their families, which was reflected throughout the campaign. Not only in each production, but also in the videos, photos, and texts, the individual needs and messages of the protagonists were addressed individually in order to tell their stories in an emotional way and with added value.
Successes and goals achieved
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