With the motto “Mein Grund für Zuversicht“ (Why I feel confident), the joint initiative is united by an optimistic view of social topics such as democracy, diversity, justice, anti-racism and harmonious co-existence. The Bertelsmann Content Alliance – consisting of RTL Deutschland, RTL Radio Deutschland, UFA Penguin Random House, BMG and We Are Era – is implementing the initiative with a diverse range of content across multiple platforms and channels. The initiative will be seen on air, on social media, via digital channels, on the radio, in podcasts and at various events, accompanied by an advertising campaign centred around prominent faces and people from the heart of society.

Stephan Schmitter, Chairman of the Bertelsmann Content Alliance and CEO of RTL Deutschland, says: “A wide variety of crises, changes and challenges are currently weighing on the people of Germany. The majority find it difficult to look to the future with optimism and focus on the many good, positive and hopeful things that lie within us and our country. This is precisely where we see our responsibility as the Bertelsmann Content Alliance. Together, we reach 99 per cent of the population. We want to use our broad media bandwidth and reach to send a clear signal and encourage positive cooperation and optimism for the future with all our strength. In our content and with the accompanying advertising campaign, we want to give a stage to topics and people who help spread optimism and encourage people to look to the future – authentically and without any whitewashing. Instead with courage, commitment and a constructive world view."

“Why I feel confident” aims to encourage discussion and public debate to give voice to diverse opinions and find solutions. How can people in Germany feel more optimistic? What will help to restore a more positive attitude? And what can provide support and orientation when it comes to day-to-day life? The initiative will feature relatable stories from everyday people alongside insights from notable figures to tackle these questions. From We Are Era, for example, talents Fabian Grischkat, Brix Schaumburg, Düzen Tekkal and Tuğba Tekkal will all be involved in the campaign.

RTL Deutschland: Optimism across all channels

Over the upcoming weeks, RTL Deutschland will showcase the initiative across its entertainment and journalism channels. This includes a weekly series on flagship channel RTL, alongside an Extra Spezial edition highlighting current developments in cancer research. Journalist and TV presenter Dirk Steffens will use specific scientific examples to show viewers what we have already achieved. Daily series Gute Zeiten, schlechte Zeiten (Good times, bad times), Alles was zählt (All that matters) and Unter uns (Among us) – all produced by UFA Serial Drama for RTL Deutschland – will also focus on the initiative in different storylines.

Vox and RTL Super are also planning various editorial content, while streaming service RTL+ will bundle all topics on a special landing page. The print magazines Stern, Brigitte, Capital, Couch, Gala and Schöner Wohnen will publish features on topics related to the initiative – such as volunteering, diversity, democracy and positive news. RTL Deutschland’s digital platforms, meanwhile, will also draw attention to these topics: Stern.de will focus on volunteering, Geo.de will look at climate change and the future of summer, Geolino.de will analyse democracy, Schöner-wohnen.de will report on multi-generational living solutions, and Chefkoch.de will invite visitors to explore intercultural cuisine. “Why I feel confident” will also take centre stage at the live events 104.6 RTL Stars for free (31 August) and Geolino Live (1 September), both taking place in Berlin.

The accompanying advertising campaign, including on-air trailers, digital assets and audio spots, was launched on 29 July. At the heart of the campaign are both well-known faces and committed members of society, who all use the initiative to highlight social and human topics. The campaign is easily recognisable by a colourful backdrop of cubes and the recurring motto: “Why I feel confident.”