The goal of the joint initiative is to take a clear stand in favour of greater tolerance and against xenophobia. Its core component is an advertisement with the slogan, “Made in Germany – Made by Diversity”. The advertisement copy beneath the slogan clarifies the stance of the participating companies: It is not where people come from that matters, but their ability to live together in peace and tolerance. These companies are using the campaign to take a clear stand against xenophobia.
“As a family-run business, the Klett Group is aware of its responsibilities and plays its part in promoting integration and education in Germany through a large number of projects. By participating in this initiative, we want to take a stand against xenophobia and in favour of a tolerant society with a cosmopolitan mindset,” says Philipp Haussmann, Management Board spokesman of Ernst Klett AG.
The idea for the initiative came from Vorwerk partner and member of the Vorwerk entrepreneurial family Dr. Timm Mittelsten Scheid. “This is an issue close to my heart. In my opinion, it is vital for the business sector to take a stand at a time when this social issue is the subject of much debate,” explains Dr. Timm Mittelsten Scheid. “So I’m delighted that this idea has been given such a positive reception by the country’s family-run businesses.”
The advertisement will be published from 26 March. It will be placed in selected daily newspapers (including Handelsblatt, Süddeutsche Zeitung, Frankfurter Allgemeine Zeitung, WELT and Funke Mediengruppe titles) and in other publications (such as Bunte, Focus and Cicero). The advertisement will also be displayed on various billboards – not only in Germany’s ten largest cities but also in Hanover, Lübeck, Bielefeld and Mannheim, for example. Besides the Klett Group, participants in the initiative include the following companies: Bahlsen, Boehringer Ingelheim, Deichmann, fritz-kola, Funke Mediengruppe, Henkel, Hipp, Hubert Burda Media, Jägermeister, Lindner, Metzler, Oetker-Gruppe, Stihl, Ströer, Trigema, Vaillant, Vorwerk, Wörwag, Würth.