Photo & Video
The Youth Community Council (JGR) of the city of Pforzheim was elected for the first time at the beginning of 2014. Since then, 20 young people from Pforzheim have represented the concerns and interests of their 14- to 21-year-old constituents to the city. In the fall of 2020, the election of the fourth Youth Community Council was due.
The goal of the campaign was to make the JGR known to the target group and to get young people excited about politics, democracy and participation.During the campaign, we defined two phases with different objectives: First, we aimed to arouse young people’s commitment to running for office and convince them of the relevance of this task. Then we focused on raising the profile of the candidates and arousing the interest of young voters.
The modern, fresh corporate design of the entire campaign is clearly geared towards the young target group, without losing the recognition value with the city of Pforzheim. In the first phase, we developed a cross-media testimonial campaign with former youth councillors to attract candidates for the JGR election. In addition to appealing videos and images, optimally coordinated social media posts and posters, we created an application flyer that helped to activate and mobilize young people. To introduce the candidates in the second phase, we developed a comprehensive social media strategy that contributed significantly to the awareness and reach of the JGR. A photo and video shoot with the candidates, interactive elements optimally tailored to the various social media channels, and attention-grabbing posters and banners rounded off the campaign.