BMBFSFJ - Wir sehen mehr
For the German Federal Ministry for Family Affairs, we created a national recruitment campaign celebrating educators’ expertise, proving they don't just look after children—they recognise and nurture their potential.
Others see stroppiness. We see willpower.
Others see chaos. We see curiosity.
Others see conflict. We see passion.
Others see truancy. We see room for a fresh start.
Problem
Germany faces a shortage of over 100,000 educators, but the crisis is cultural. A dated cliché reduces early childhood education to passive babysitting. To attract Gen Z and career changers, while giving existing professionals the recognition they deserve, we had to dispel the "babysitter" myth and showcase the real psychology behind the job…
Nursery: A tantrum, or true willpower?
Insight & Idea
Where an untrained eye sees a simple tantrum or a mess, an educator sees a developmental breakthrough. This sparked our core idea: "We See More" (Wir sehen mehr). By reframing everyday childhood behaviour into critical milestones, we highlighted the skill and expertise required for the role.
Parenting support: Trouble, or team spirit?
Execution
We launched three short films across major streaming platforms alongside high-visibility DOOH, billboards, digital radio, display ads, and influencer partnerships. Every piece of media drove directly to the campaign hub, turning a tribute to educators into a direct recruitment pathway.
Youth support: Giving up, or starting over?
Digital out of home: Our formats grabbed the attention of pedestrians and drivers across the country.
Ministerial makeover: We took our message to the street with a ministry facade takeover.