AWO Bundesverband e.V. DEMOCRACY. POWER. FUTURE.
The political theme year of the AWO Federal Association is committed to a democratic and social constitutional state. wegewerk provides graphic and conceptual support for the important umbrella campaign.
A campaign that concerns all of us.
Voting motivation for the European elections in postcard format.
Our sharepics for the theme quarters.
Arbeiterwohlfahrt (AWO) is one of the oldest welfare organisations in Germany. It runs 18,000 facilities and services across the country in the areas of health, care, social affairs, education and culture. Its work is always based on the values of solidarity, tolerance, freedom, equality and justice.
A campaign for everyone
2024 marked the start of the AWO's campaign: ‘DEMOCRACY. POWER. FUTURE.’. The social situation is tense in view of the popularity of populist parties and multiple crises. The aim was therefore to develop an umbrella campaign with strong messages and imagery. wegewerk was commissioned to realise, design and support the project. The target group is broadly diversified: The AWO calls on the general public to make a contribution to democracy and emphasises the importance of a strong civil society. To this end, the umbrella campaign was divided into different thematic areas according to the quarters of the year: AWO against racism, AWO makes Europe, AWO lives democracy, AWO changes course.
The AWO takes a stand in all its themed quarters.
Clear visual language with a strong message
We therefore initially developed the logo and key visuals for the umbrella campaign. Based on the AWO's corporate design, we created a dynamic logo that uses the typical AWO red colour. Building on the visualisations for the umbrella campaign, wegewerk further developed the graphics for the individual themed quarters. In doing so, we developed visual and content-related basic lines that take existing elements into account and provide new impetus. We created roll-ups, postcards, e-mail binders, document templates (Word and PPT), posters, calendars, social media graphics and flyers.
We also provided conceptual advice on the focal points. It is important that the content and claims can also be used easily and barrier-free by multipliers. The result is a campaign that sends out a clear message. It uses numerous channels to position itself against the right and in favour of the AWO's fundamental democratic values. Whether at topic-specific AWO events, in the branches, on the website or on its social media channels - ‘DEMOKRACY. POWER. FUTURE.’ reaches a broad audience with its messages.