Six years after planning began, the Innenstadt-Entwckling Ost project in Pforzheim was voted on by the city council. In view of the 2019 municipal elections, there was a loud, populist gathering of critics and opponents in the run-up to the vote. These dominated the public debate for a long time. A continuation and implementation of the project seemed to be in jeopardy.

Through a highly emotional, honest social media campaign based on well-known personalities, the citizenry countered the critics and promoted the forward-looking vision. Within one week, more than 35,000 people were reached and a positive mood was created in society