We See More
Inaugural nationwide campaign for the BMBFSFJ
As part of the fischerAppelt network, we helped create the nationwide campaign "Wir sehen mehr" (We See More) for the Federal Ministry for Family Affairs, Senior Citizens, Women and Youth (BMBFSFJ). The campaign raises awareness for the diversity and societal importance of educational professions, recognises their valuable work, and aims to recruit new people to the field. It's the first campaign we have executed for the ministry from initial creative concept through to full implementation.
Educators do much more than just look after children. They guide kids and young people through critical stages of development and play a vital role in their early childhood and school-age education. However, many facilities face an ongoing challenge finding and retaining enough qualified staff long-term. With the "We See More" campaign, the BMBFSFJ highlights the important responsibilities and educational impact of the profession.
At the heart of the online and out-of-home campaign are everyday situations that, at first glance, appear to be nothing more than typical childhood chaos, tantrums, or stubbornness. But educators see more: they recognise core needs, developmental breakthroughs, individual potential, and unique pathways to support children and young people as they grow. The motto "We See More" captures this unique perspective, showing just how demanding—and impactful—working in education can be.
We created four campaign motifs to highlight three core areas of the profession: day care (Kita), after-school care (Hort), and youth support services (Hilfen zur Erziehung). With this approach, the campaign makes clear that educational careers offer diverse paths which extend far beyond traditional nursery settings. The after-school care sector (Hort) is particularly relevant as a new legal all-day care entitlement for first-graders takes effect in Germany on 1 August, 2026.
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The campaign targets multiple audiences: current educational professionals, young people, career changers, and the general public—especially parents. While designed to boost appreciation for educators' work, the campaign also aims to spark interest in these career fields and keep existing employees engaged long-term. It adapts to regional differences across Germany: while declining birth rates in Eastern Germany have eased demand in some day-care settings, the need for qualified staff in Western Germany remains high—especially in infant and toddler care (Krippe). The campaign also focuses on alternative fields like after-school care and youth support services.
Running through late September 2026, the campaign rolls out across an integrated media mix of out-of-home and digital channels. This includes City Light Posters, digital CLPs, large-format billboards, Digital-Out-of-Home (DOOH), social media, online audio, podcasts, display ads, and streaming services. A second flight will be accompanied by targeted PR and media relations.
We're responsible for the strategy, creative direction, and the production of all advertising assets. The creative concept was developed by our internal creative team and executed across our agency group’s integrated capabilities. Moving image production was handled by PUK Studios, supported by a dedicated website and ongoing campaign communications.
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