Programa Cientifico / 6 Julio / Parallel Lectures 16:00 - 17:30

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Campaigning and loneliness: How to promote meaningful connections in the modern age

Jana THIEL 

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Jana THIEL


Jana Thiel is a Berlin-based creative with a special interest in public and social communication campaigns. During her master course Creative Advertising in the UK, she focussed on the topic of loneliness in order to develop a campaign concept for the German helpline TelefonSeelsorge. Its aim: promoting the value of meaningful connections in today’s fast paced society. 

Abstract

Campaigning and loneliness: How to promote meaningful connections in the modern age

In the Western world, loneliness is on the rise. Long working hours, less generational connections, an increasing independent lifestyle in general – a feeling that for a long time was mainly associated with the elderly has now become an issue for people of all ages. So, how can charities raise awareness of the topic? What could a communication campaign to tackle loneliness look like? Which messages could be conveyed? Who could be the target audience? Which possibilities and obstacles does a campaign on loneliness entail? And most importantly: How can it contribute to a more social world?Looking for answers, this talk gives insights into the research and creative process that was undertaken in order to come up with a campaign concept on the topic of loneliness for the German helpline TelefonSeelsorge.