'Sag's auf Deutsch' – RTL Launches Social Campaign

"Sag's auf Deutsch" (Say it in German) is the title of a social campaign which will air in RTL's programming on a broad scale starting today. In 60- and 90-second spots ten celebrities from the fields of television, sports, fashion and politics, all of them with an immigration background, make clear statements on the importance of good knowledge of the German language for successful integration into German society.

"It is never too late. Whether you're 20 or 80, it is never too late to learn the language. And I guarantee that you will have fun and that you will suddenly discover a whole new world for yourself," says Ukrainian boxing world champion Vladimir Klitschko, who has lived in Germany for 15 years. SPD politician and book author Dr. Lale Akgün ("Aufstand der Kopftuchmädchen"), who came to Germany at the age of nine, admonishes the viewers: "If you believe that you can live in Germany without knowing German, you are kidding yourself. You don't live here then. You're a guest. You watch how others live." And RTL presenter Nazan Eckes, who was born in Cologne and raised bilingually by her Turkish parents, speaks about her own experience: "Especially with regard to integration, knowing the language is the most important bridge, and perhaps the only one. It takes me into society. But it also makes it possible for society to have access to me." 

Alongside Vladimir Klitschko, Dr. Lale Akgün, and Nazan Eckes the presenters Nino Moghaddam (RTL, Super RTL) and Kena Amoa ("RTL Exclusiv"), Sara Nuru (model), comedians Bülent Ceylan and Kaja Yanar, actors Erdogan Atalay ("Alarm für Cobra 11") and Francisco Medina ("Alles was zählt") as well as singer and dancer Fernanda Brandao are committed to the campaign.

In addition to the classic spots in which the celebrities make clear statements on the importance of good knowledge of the German language, RTL presents several subject-relevant trailers in which the key role of language – for example for social life or professional career, or the isolation that results from a lack of will to learn the language – is emphasized interview-style. 

RTL's Editor-in-Chief Peter Kloeppel, who had initiated the RTL media award "Com.mit Award" in 2008, is also behind the "Sag's auf Deutsch" campaign. Every year he invites students and young journalists to create videos on the subject of integration. Peter Kloeppel: "The goal of the current advertising campaign is to convince people of any age of the importance of being able to speak and understand the German language. Whether in kindergarten, training, on the job or in our daily lives, it's not possible without communication. We want to continuously reflect the discussion about the issue of integration. The 'Com.mit Award' campaign is an element of this long-term objective."

Today's launch of the campaign is being promoted during the RTL information shows. Furthermore, RTL Interactive will accompany the campaign with a special on the website rtl.de. In addition to interviews and background information, the adverts can be watched there as well.