RTL Group | Cologne, 06/20/2022

Major Publicity Campaign For ‘Diversity Week’

Subject: Society
Country: Germany
Category: Project

During “Week of Diversity,” which begins today, RTL Deutschland will be spotlighting LGBTIQ+ issues in its extensive content offerings through Sunday. The label “Vielfalt verbindet” (“Diversity connects [people]”) was developed as an overarching bracket for the diversity initiative. RTL Deutschland is creating attention for Diversity Week with a wide-ranging publicity campaign.

For several days now, an extensive marketing campaign has been underway to draw attention to “Diversity Week,” which begins today and will see RTL Deutschland place the topic of LGBTIQ+ at the center of its extensive content offerings until Sunday. LGBTIQ+ stands for Lesbian, Gay, Bisexual, Trans, Intersex, Queer and other gender identities. The label “Vielfalt verbindet” (Diversity connects [people]) was developed as an overarching slogan for the diversity initiative. The aim is to introduce people to the topic of diversity, especially LGBTIQ+, in an entertaining and unbiased way, to dismantle prejudices, and provide information. All protagonists of the current campaign are members of the LGBTIQ+ community and speak for themselves.

Trailers were created for each of the letters of the LGBTIQ+ acronym, featuring and represented by protagonists who feel they are a part of that community. For example, “L” stands for Lesbian, and the trailer features Irina Schlauch, while “G” stands for Gay and features Jorge González. The trailers are being used across all RTL Deutschland channels, as well as distributed digitally on rtl.de, RTL+, and ntv.de. They are supplemented by advertising bumpers on air, and by various advertising media online. A corner logo identifies all content of the theme week, to create a high recognition value. Print motifs featuring the protagonists appear in “Stern” and “Gala” magazines, among others. Like the other campaign elements, they contain a QR code that links to the rtl.de/vielfalt  landing page, which shows constantly updated information about Diversity Week and the associated content. The daily series “Unter Uns,” “Gute Zeiten, schlechte Zeiten,” and “Alles was zählt” have integrated the campaign’s poster motifs into the episodes aired during Diversity Week. The campaign also includes posts on RTL Deutschland’s social channels on Facebook, Instagram, Twitter, TikTok and YouTube, as well as radio spots.