Berlin Needs Education

Berlin's daycare centers are suffering from an extreme shortage of skilled workers. Conventional recruitment campaigns are of little help here. After all, applicants can be won over primarily through greater social recognition and better working conditions rather than cute photos of kids.

Instead of directly recruiting skilled workers, we initially caused a tounge-in-cheek scandal. We attributed the chaotic conditions in Berlin to the lack of education specialists, with the provocative motto: Berlin needs education. This suddenly made the educators shortage EVERONE’S business.

In order to force Berlin to take a hard look at itself we spread our message throughout the city - with smart digital ads, numerous out-of-home placements and an online film with corresponding targeting. The effect: the whole city, people, polititians and media, were talking about our campaign and the importance of the education profession. And best of all: in just over 2 months, Kitas Berlin received as many applications than it did in the entire previous year.