The campaign by the Berlin agency Antoni is the largest campaign to date on the subject of corona vaccinations in Germany.
Dusseldorf More than 150 companies and brands in Germany have teamed up to promote vaccination together. Since Tuesday, the companies have been calling for vaccinations against Corona on their social media channels under the hashtag #Together against Corona.
The companies have changed their well-known claims. The discounter Lidl advertises with the phrase “vaccinating is worthwhile”, Douglas calls for immunization with “Come Vaccination and Find Out”, BWM has changed its slogan to “Joy in vaccinating”, Nespresso is now advertising with “Vaccinating, what else? “, And the airline Condor says:” We love vaccinations. “
Dax companies such as Daimler and Deutsche Bank, traders such as Kaufland or Netto, food manufacturers such as Ehrmann or Iglo, but also the BCG consultancy or the Volksbanken and Sparkassen are participating in the campaign.
The campaign is the largest campaign to date on the subject of corona vaccinations in Germany. Occasionally there have been advances by individual agencies and brands. However, there has never been such a concerted action. It gets a lot of echo on social media: Douglas boss Tina Müller wrote on the career network LinkedIn: “A great and creative campaign that we were happy to join!”
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In Germany, the vaccination campaign has picked up speed again in the past few days. But overall only 69.1 percent of the population are double immunized. In a European comparison, the Federal Republic is only in the middle.
A joint campaign could help increase the vaccination rate, the makers hope. The Berlin agency Antoni is behind the new campaign. Originally, the company had only planned a small social media campaign. But agency client Mercedes-Benz gave the impetus to think bigger.
“We are overwhelmed: Over 150 companies accepted within three days,” writes Sven Dörrenbächer, Managing Partner of Antoni, on LinkedIn. He’s hoping for an “incredibly high reach” because so many different brands are involved. It is possible that other companies will join the campaign.
Even Olaf Scholz supports the campaign
Even the designated Chancellor Olaf Scholz supports the campaign. In a message from the agency he was quoted as saying: The campaign is “an outstanding symbol of social responsibility and initiative. My appeal to everyone: Please get vaccinated, ”said the SPD politician.
The choice of media partner surprised some industry observers: Antoni worked together with “Bild” for the campaign. The newspaper of the Axel Springer Verlag printed the big advertisements for the campaign, but recently also massively criticized virologists in articles who had spoken out in favor of compulsory vaccination. The alliance of the science organization had therefore recently complained in a public letter about the one-sided reporting by “Bild”.
For the participating companies, the support of the campaign fits in better with their efforts. All DAX companies and large family businesses have supported the government’s vaccination campaign through their company doctors since the beginning of June. The factory doctors are now also giving booster vaccinations in many places.
This could explain why many large companies have significantly higher vaccination rates than the national average. A Handelsblatt survey recently showed that, for example, 96 percent of the employees at Puma are vaccinated; at Eon, the rate is 95 percent according to its own statement.
Most recently, in another Handelsblatt query, more and more family business owners and high-ranking Dax managers spoke out in favor of mandatory vaccination. Eon boss Leonard Birnbaum said: “It is becoming increasingly clear that compulsory vaccination as the ultima ratio of a free democracy is a price that we will have to pay if we want to prevent life from being permanently restricted in the next few years.”
More: “More than the freedom of individuals” – the economy demands corona vaccination.