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.
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.