Du bist Deutschland
Posted on 09/28/2005 2:01:45 AM PDT by Michael81Dus
GERMANY unveiled a huge advertising campaign yesterday to boost the nation's flagging self-esteem and lift the depression caused by its gridlocked general election nine days ago.
A black cloud seems to have settled over the country since the vote. Young Germans talk of emigrating, and middle-aged architects plan to move to the countryside to raise children, breed chickens and escape the sense of decline. The economy, which was supposed to splutter into life next year after a long recession, now looks likely to grow by less than 2 per cent.
High time, then, to mount a € 30 million (A$47 million) campaign to restore the nation's damaged pride, an undertaking reminiscent of the I'm Backing Britain project designed to offset Britain's economic gloom in 1968. Dubbed You are Germany, the aim is to present Germans with successful role models and encourage them to do something positive for the country.
The television and poster campaign features Ludwig van Beethoven, Albert Einstein, racing driver Michael Schumacher, boxer Max Schmeling and national goalkeeper Oliver Kahn.
"We want to prompt a new can-do feeling in this country with Germany's biggest-ever public-interest campaign," Bernd Bauer, the organiser, says. Funding comes from 25 blue-chip media companies, led by the Bertelsmann publishing empire.
The lead item on the news yesterday was a downbeat story of the European Commission criticising Germany for failing yet again to meet its eurozone obligations.
The campaign message, by contrast, was relentlessly cheerful.
"A butterfly can cause a typhoon," Sandra Maischberger, Germany's star anchorwoman, said in one television commercial.
"Unlikely, you say? Then why do you cheer on your team in the stadium if your voice is unimportant? Why do you wave your flag when Schumacher whizzes around the racing circuit? Because your flag is one of many, and out of your voice grows a whole chorus - you are one of many. You are Germany!"
The campaign is the biggest and latest part of a drive to cheer up Germans. FC Deutschland 06, the group using next year's World Cup to promote Germany, brought industrialists and the Government together to promote the country as a "land of ideas". That campaign, which ran for much of the summer, cost € 20 million.
The original focus of this feelgood lobbying was the World Cup. Chancellor Gerhard Schroeder was particularly keen because it would have coincided with his efforts to be re-elected leader of Germany. But his decision to call a snap election has spoilt the timing. Germany, urgently in need of antidepressants, has started early on its medication.
"Your will is like fire under your butt. It makes your favourite player run faster and Schumi (Michael Schumacher) drive faster. No matter which position you have. You keep the country moving. You are the country. You are Germany.
Our time doesn´t taste like sweets. Granted, nobody says that. Maybe you´re standing with your back at the wall, or with a wall before your face. But we have teared down a wall once before. Germany has enough hands to reach out and to tackle. We´re 82 millions. Let´s make our hands dirty. You are the hand. You are 82 millions. You are Germany.
Therefore: how would it be, if you started pushing yourself? Don´t give speed only on the motorway. Go off the breaks. There´s no speed limit on the Germany-way. Don´t ask what the others can do for you. You are the others. You are Germany.
Treat your country like a good friend. Don´t complain about him, just help him. Give the best you can do. And when you are finished with that, outdo that. Beat with your own wings and pull out trees. You are the wings, you are the tree. You are Germany."
A really powerful campaign, imo. I´m surprised, glad and proud that so many prominent people support this campaign and promote patriotism, optimism and ambitions. A very good thing.
I should add that the TV-spot has the music of the piano melody of Forrest Gump (when the birds´ feather is shown),
http://www.du-bist-deutschland.de
Ping
The Germans are back to propaganda.
Thanks!
Um, ok. I guess this is better than boosting your own ego at the expense of others, as some North American countries are good at.
Du bist Deutschland
How about a 30 billion euro tax cut to cheer up Germans?
France is getting nervous...
Well, others may criticize, but I like it. It is about patriotism, hard work, confidence, and self-reliance. These are good things. The tone is foreign to me, but that is to be expected. I hope the campaign helps. May God bless Germany. You will get no ill wishes from me.
Telling them that they are Germans probably depresses them more.
LOL.
Look what happened last time Germany's self-esteem was boosted.
Ehm, in case you haven´t read the article: this is sort-of privately funded. At least tax money is not flowing in this campaign.
Thank you for your kind words. It´s an unusual, but positive way to break through the depression. I am Germany. :-)
They're hearing those hobnail boots hitting the cobblestones again...
Thank you!
May God bless you too!
The kind of comment I've come to expect from FR. Sigh.
You are both welcome. But what are you two doing online? Shouldn't you both be at the Wiesn?
Hello? This is a private idea, supported by the media and blue-chip companies and not by the government. I think it´s GREAT to encourage more responsibility for the nation, more ambitions for yourself, and to feel good to be German. What´s the fault?
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