German Agency Award & nomination for the HR Excellence Award for the Marketing Chair!
Wuppertal, 31 October 2024 - The "Werde Zukunftscoach!" campaign developed by the Chair of Marketing has won two major awards for the University of Wuppertal. From a total of 332 submissions, the campaign won the German Agency Award 2024 in the "Recruiting" category, which honours excellence in marketing. The campaign was also nominated for the prestigious HR Excellence Award 2024 out of more than 400 entries. Here, the campaign is now competing in the "Trainee and University Marketing" category with prominent competitors such as Borussia Dortmund, Deutsche Bahn and Lidl. The HR Excellence Award is recognised as the most important award for outstanding communication projects in HR management in German-speaking countries.
The aim of the campaign is to inspire young people to become vocational school teachers and thus counteract the growing shortage of teachers. Based on ten scientific studies, a website, social media adverts, presentations, posters and flyers were developed that offer emotional and authentic insights into everyday working life. With the focus on the great importance of teachers, the potential to give meaning to the profession is particularly emphasised - a central motivation in the career choice of Generation Z.
The campaign has demonstrably raised awareness of the profession, improved the job profile and increased interest in the profession among young target groups. The materials developed are now available to all universities throughout Germany in order to make a nationwide and long-term contribution to overcoming the shortage of teaching staff.
The campaign was developed at the Chair of Marketing at the University of Wuppertal under the direction of Prof Dr Tobias Langner and Bastian Blomberg in collaboration with the agency Futur 2 design (campaign design). Other agencies involved were Mattgold Media (technical realisation of the website), NEXT LEVEL Agenten (video production) and Hänsel Photography (photo production). The "KoLBi-BK-E1" project, from which the campaign emerged, was funded by the Federal Ministry of Education and Research as part of the joint "Teacher Training Quality Campaign" of the federal and state governments and was part of the overall interdisciplinary project "Coherence in Teacher Training" (KoLBi) at the University of Wuppertal.
The campaign shows how research at the University of Wuppertal is successfully put into practice and contributes to the benefit of society.
The winner of the HR Excellence Award will be decided on 29 November in Berlin, where the finalists will once again present their campaigns in person to a jury.
You can find the "Become a future coach!" campaign at werde-zukunftscoach.de.
