Ströer and Unicef – working together for children's rights

For several years, Ströer has been supporting UNICEF's work in a variety of ways through outdoor and online media as well as via content portals. In 2021, this resulted in a strategic cooperation with the aim of raising awareness of children's rights among the general public and other partners and stakeholders and motivating them to support UNICEF programmes.

The cooperation focuses on developing and implementing joint campaigns to promote children's rights in Germany. This includes, for example, raising awareness and establishing children's rights in German schools, which is being promoted by the UNICEF programme ‘Kinderrechteschulen’ (Children's Rights Schools). In acute emergency situations, such as the war in Ukraine or in the Gaza Strip, Ströer also calls on the general public, its partners and customers to donate to UNICEF emergency aid programmes.

Ströer wants to work with UNICEF to promote a fairer future and better opportunities for children – worldwide and here in Germany. In UNICEF, Ströer found a strong and professional partner with the necessary experience and a broad base of trust among the population. Together, they want to raise public awareness of these issues even further.

In 2024 and 2025 alone, Ströer has supported a large number of UNICEF campaigns. Currently, an activation campaign for children in Ukraine is running on DOOH, with the aim of reaching 107 million contacts (E14+) and thus drawing as many people's attention as possible to the situation of these children.

Christian Schneider is Chairman of the Management Board of UNICEF Germany and works closely with Ströer. In a short interview, he explains what makes the cooperation with Ströer so special for him and UNICEF.

In December, a UNICEF campaign entitled ‘A classroom underground’ was shown on Ströer's screens in Berlin. What is it all about?

Christian Schneider: Due to the severe attacks against Ukraine, around 4.6 million children are restricted in their education – that is almost all schoolchildren in Ukraine. Many of them have to study in underground stations and shelters, while others can no longer attend face-to-face lessons at all. Against this backdrop, we set up a classroom in Berlin's Alexanderplatz underground station in December with the support of the BVG. The aim of the campaign was to draw attention to the dramatic situation of children in Ukraine and to highlight how, despite air raid sirens, attacks and power cuts, they can still enjoy a semblance of everyday life in kindergartens, schools and youth centres. We used DOOH to draw attention to the campaign.

 

What makes the collaboration with Ströer so special for you?

Christian Schneider: Ströer is much more than a media partner for UNICEF – the company is a strategic ally for children's rights and a reliable partner when it comes to drawing attention to the plight of children in crisis situations. Since 2021, we have been working together in a permanent partnership to raise awareness of children's rights and sensitise people throughout Germany to this issue.

Ströer not only provides impressive reach and excellent space in public areas, but also contributes with a high level of expertise, creative energy and a great sense of responsibility – from long-term children's rights campaigns to supporting our programmes and emergency aid, for example for children in Ukraine or Afghanistan.

The reliability of this partnership is particularly evident in times of crisis: just 48 hours after the start of the war against Ukraine, we jointly called for emergency aid for children. Ströer reacted with equal determination and speed after the earthquake in Syria and Turkey. Ströer not only supports our campaigns on children's rights, but is also directly involved in helping children in emergency situations.

What I personally appreciate most is the strong team spirit of this partnership: our teams work together as equals – highly committed, with great mutual respect and a palpable joy in making a difference together. This combination of attitude, reach and genuine passion makes Ströer an exceptionally important partner for UNICEF.

 

How has the partnership developed in recent years?

Christian Schneider: In recent years, individual joint activities have grown into a close partnership in which we jointly develop topics, target groups and messages. Year after year, we set new priorities: since 2025, we have been deliberately focusing on the mental health of young people with ‘#fühlich. Talking helps. Listening too.’

At the same time, our working methods have evolved: campaigns are increasingly developed in dialogue with children and young people themselves and are supported by the expertise of specialists; at the same time, we are increasingly thinking digitally about content – for example, via social media and platforms that young people use every day.

Thus, a classic media cooperation has become a content development partnership that is becoming more courageous and impact-oriented every year.

 

What future projects would UNICEF like to pursue together with Ströer?

Christian Schneider: We have a clear joint focus for the coming years: the mental health of children and young people. With our current initiative, we are laying an important foundation for this and would like to develop this focus further in the long term together with Ströer.

This is not only about reaching young people themselves, but also about raising awareness of mental health throughout society: among parents, teachers and everyone who is responsible for children and young people. Our presence in public spaces gives us the opportunity to break down prejudices, encourage open dialogue and make it clear that mental health is a fundamental children's right and a task for society as a whole.

At the same time, humanitarian support remains an essential pillar of our cooperation. We are particularly concerned about the situation of children in Ukraine, who have had to live with the consequences of war for years. We cannot end this war – but together with Ströer, we can draw attention to the plight of these children and encourage people in the UK to continue helping them. The opportunity to quickly and visibly draw attention to children in need in public spaces during crises and call for support for UNICEF's emergency aid is invaluable to us.

 

 

Photo: UNICEF