The Bertelsmann Content Alliance is launching an optimism initiative under the heading “Mein Grund für Zuversicht” (Why I Feel Confident). The idea is to promote social cohesion in Germany. Bertelsmann’s content creation companies are implementing the initiative with a wide range of content on their platforms and channels: on TV and social media, in digital offerings, on the radio, in podcasts, and with various events.

Trailer of the Initiative

The Bertelsmann Content Alliance companies are launching a joint initiative in Germany today under the heading “Mein Grund für Zuversicht” (Why I Feel Confident). The aim of the initiative is to promote social cohesion and solidarity. Bertelsmann’s content creation companies – RTL Deutschland, RTL Radio Deutschland, UFA, Penguin Random House Verlagsgruppe, the music company BMG and We Are Era – are putting the initiative into action with a wide range of content on their platforms and channels: on TV and social media, in digital offerings, on the radio, in podcasts, and with various events. It will be accompanied by a sweeping marketing campaign that focuses on people from the heart of society as well as well-known public figures. What they all have in common is an optimistic view of topics such as democracy, diversity, justice, anti-racism and peaceful coexistence.

“A wide variety of crises, changes and challenges are currently weighing on people in Germany,” says Stephan Schmitter, Chairman of the Bertelsmann Content Alliance and CEO of RTL Deutschland. “Most people are finding it difficult to look to the future with optimism and to focus on the many good, positive, and hopeful things in us and our country. This is precisely where we see our responsibility with the Bertelsmann Content Alliance. Together, we reach 99 percent of the population. We want to use our broad media bandwidth and reach to send a clear signal and do our best to encourage positive cooperation and optimism for the future. Our content and the accompanying campaign will give a stage to topics and people whose optimism is infectious and will make people want to embrace the future – authentically and without any whitewashing. Instead, with courage, a constructive world view, and action.”

“Mein Grund für Zuversicht” is designed to encourage discussion and public debate, create space for interaction in order to find solutions, and allow diverse opinions to be heard that do not exclude anyone. Among other things, the initiative addresses the following questions: What do people in Germany need to feel better? What really helps to restore a more positive attitude? What can provide support and orientation when it comes to everyday life? In the coming weeks, RTL Deutschland’s entertainment and journalistic content will cover the topics of the initiative extensively. An accompanying marketing campaign starting July 29 includes on-air trailers, digital assets, and audio spots. At the heart of the campaign are well-known faces as well as dedicated people who take up and tackle social, societal and human-interest topics in line with the initiative’s theme of “why I feel confident.”