The campaign “Become a Future Coach!” winning the German Group Award and nominated for the HR Excellence Award

Here the campaign in the “Trainer and University Marketing” category now competes with well-known competitors such as Borussia Dortmund, Deutsche Bahn and Lidl. The HR Excellence Award is considered the most important award for outstanding communication projects in human resource management in German countries. The winner of the HR Excellence Award will be announced after a “jury pitch” on November 29 in Berlin.

The aim of the campaign is to encourage young people to become vocational school teachers. Based on ten scientific studies, a website, social media ads, presentations, posters and brochures were developed that provide emotional and authentic insights into everyday working life. “It was particularly important for us to emphasize the ability to create meaning in the profession – a key motivation in the career choice of Generation Z,” explained Prof. Tobias Langner and Bastian Blomberg from Marketing Chair as project managers.

The campaign has been proven to increase awareness of the profession, improve the professional image and increase the interest of young target groups in the profession. The materials developed are now available to all universities across Germany to make a national and long-term contribution to overcoming the teacher shortage. The initiative shows an example of how research at the University of Wuppertal is successfully implemented and contributes to the benefit of society.