CHALLENGE: The staff shortage in the care profession is acute - especially in Hamburg there is a lack of workers. In order to counteract this problem, Malteser wants to draw attention to the issue and the importance of the care sector through a wide-reaching format and encourage people to take up the profession.

SOLUTION:

We develop a concept in which Johannes Eggestein and Lukas Daschner from the Hamburg football club FC St. Pauli visit the Malteserstift in Hamburg-Lohbrügge and immerse themselves in the daily routine of care. At the time, Pauli has 10 wins in a row, is within reach of the promotion places and is thus very much in the spotlight, both from a sport perspective and in the media. The two players follow professionals and assist them with some tasks to illustrate the effort and importance that goes into this job.

We accompany them with a content production - with the resulting material we extend the campaign medially via numerous online and print media - BILD, Sky, Sport1, NDR, Hamburger Morgenpost and many more.

In the end, there were many exciting tasks, interesting conversations and many smiling faces - but above all, instructive impressions and insights into the importance of care in our everyday lives.