Fair Atlas by Fairtrade Germany
Press and media relations
Responsibility for press and media relations for Fairtrade Germany's Fair Atlas
Task:
How fair is Germany really? Fairtrade Germany 2024 conducted a large nationwide study on this question and published the ‘Fair Atlas’. The results show for the first time how fair Germans consider themselves to be in everyday life and how they actually engage in fairness.
The task was to present the results of the individual federal states in a comprehensible and attention-grabbing way and to place them in the media nationwide.
Realisation:
For Fair Atlas' press and media relations work, we first analysed the extensive data sets from the representative survey and identified key areas that were particularly relevant for the respective federal states. On this basis, we developed region-specific press releases that placed the results in a socially relevant context – from fair wages and equitable education to sustainable consumption and conscious shopping behaviour.
This targeted approach enabled us to address local, regional and national media and position the issue of fairness nationwide. The result: 58 publications in regional daily newspapers, high-reach online portals and major leading media outlets such as Bayerischer Rundfunk, Hamburger Abendblatt and even Tagesschau.
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