A student exchange is always a special experience. But an exchange in China? With their current “Check yourself out” campaign, Stiftung Mercator hopes to address young people with a taste for unusual adventure and motivate them to apply for a student exchange in China. This week, well-known Youtubers Flo and mirellativegal will act as campaign ambassadors. Both were in China for Stiftung Mercator and will take their viewers with them on a trip to the far east.
The campaign slogan “Check yourself out” draws on pushing your personal boundaries, as well as checking yourself out of your average day for a time. Stiftung Mercator’s campaign in collaboration with PLANTAGE Berlin and Aperto focuses on insights and firsthand experiences: Exchange students take over the “Check yourself out” Instagram and Facebook accounts for a month each. They share snippets of their day-to-day lives as well as the highs and lows of their overseas stay. Through relating their own experiences, alumni and their parents can make the decision to embark on the journey easier.
“Our goal is to use authentic reports to turn fear and preconceptions into excitement and suspense. It’s important to us to address young people in their own environment and with audience-relevant content. An integrally digital approach was essential to achieve this, “ explains Julia Heer, Online Communications Manager at Stiftung Mercator.
Together with the foundation, PLANTAGE Berlin developed the communications strategy and campaign concept, designed the corporate identity as well as advertising measures such as postcards, posters and a brochure. As a digital agency, Aperto was responsible for the campaign website, SEO, online advertising, social media as well as the production of interview films. MESH Collective managed the conceptualisation and implementation for the Youtuber journeys.
The campaign website serves as central hub for all information regarding the initiative, the application process and the AFS, YFU and Experiment exchange organisations: www.check-dich-aus.de.
About Stiftung Mercator
Stiftung Mercator is a private, independent foundation. With its work it strives towards a community that distinguishes itself through openness, solidarity and equal opportunities. It is particularly focussed on strengthening Europe; raising the level of education for disadvantaged children and young people, especially from a migrant background; improving the quality and impact of cultural education; driving climate awareness and the sciences. Stiftung Mercator represents connection between scientific expertise and practical project experience. As one of the leading foundations in Germany, it is known both nationally and internationally. The Ruhrgebiet, the home of the founding family, is particularly engaged. More information can be found at: www.stiftung-mercator.de.