MOCCU brings the VIPs to the kids

City: Berlin

Media strategy for the Bertelsmann Foundation’s integration project focusing on social networks

Moccu advised the Bertelsmann Foundation on the overall strategy for the integration project "All Kids Are VIPs". Working on the Foundation’s behalf, the Berlin-based web specialists are responsible for strategic consulting and project planning and the creation of advertising material.  The media planning was a joint effort with Raffel Media. Ambassadors of the campaign, which aims to improve fairness and integration in schools, include celebrities like Mario Gomez, Culcha Candela and comedian Bülent Ceylan.

Strategic use of social media

The website www.allekidssindvips.de is the linchpin of the school campaign. In the light of this, the role played by social networks in MOCCU’s communication strategy is a crucial one. Björn Zaske summarizes the benefits of online exposure as follows: "The large amount of time spent online by the primary target group on sites such as SchülerVZ, YouTube etc. helps us reach a wide audience and allows us to use viral effects without having to risk media discontinuity". This communication strategy aims to increase the project’s popularity in educational circles and to encourage pupil participation.