For the first time, all 16 German State governments (the Bundesländer) have started a joint information campaign to make the significance of education for the future of Germany clear. The agency Media Consulta (MC) won the order to implement the campaign after a pitch.
The MC concept includes classic advertising, media work as well as information materials for teachers and an Internet presence (www.ticket-in-die-Zukunft.de). The campaign intends to involve important organisations and personalities from politics, the economy and the media (“Corporate Citizenship Campaign”). The image of teaching as a career is also to be improved under the slogan “Education – Our Ticket to the Future”.