B21F6BB4-1C5E-4341-9402-72115F03EA26 08. September 2023

Ströer supports #bademantelchallenge initiative - For a life without dementia

  • Nachhaltigkeit
  • Geschäftspartner & Gesellschaft

Ströer is supporting the German Dementia Aid initiative #bademantelchallenge - For a life without dementia with a campaign on digital media displays in public spaces in ten major German cities. The campaign sends out a signal of solidarity for people with dementia and helps to raise funds for dementia research.

In Germany, around 1.8 million people are currently living with Alzheimer's disease or another form of dementia. And the trend is rising. Using the bathrobe as a symbol, the #bademantelchallenge draws attention to this dramatic situation and raises funds for research. The campaign of the "German Dementia Aid" foundation fund appeals to everyone to take a picture of themselves in public and in unusual places wearing a bathrobe, to share this picture via social media and to nominate others to take part in the campaign. A Germany-wide campaign is creating special attention for this: until September 21 - World Alzheimer's Day - the motifs of the #bademantelchallenge can be seen on digital media carriers from Ströer in ten major German cities. Actress Katy Karrenbauer, kickboxing world champion Marie Lang, TV star Detlev Steves and entrepreneur Judith Williams are the faces of this campaign.

"We want to give the topic of dementia a public stage, because people with dementia still too often have the feeling that they have to hide themselves and their illness. In this context, we see the bathrobe as a symbol of solidarity with people with dementia and as a symbol of the enormous challenges that a dementia illness brings with it. For those affected themselves, but also for their families, who have to deal with this situation on a daily basis," says Dr. Sabine Helling-Moegen, Deputy Chair of the Board of Trustees of the DZNE Foundation. The foundation is behind the #bademantelchallenge with its support fund "Deutsche Demenzhilfe." "We are also promoting support for dementia research at the DZNE through donations. Because effective therapies for dementia require research - and research costs a lot of money."

"Dementia has a huge societal impact. But how can we make socially relevant issues more visible and understandable? Digital information networks in the public space open up new areas and paths: via our media carriers, we reach a large number of people in a very short time - directly and immediately - so we not only create a great deal of attention for the topic of dementia, but also inform, sensitize, interact and get things moving in the urban environment," says Alexander Stotz, CEO of Ströer Media Deutschland GmbH.

About the #bademantelchallenge

The campaign is being managed by the healthcare communications agency WEFRA LIFE, which also came up with the creative concept and the idea for the challenge. In addition to Ströer, the TV station RTL is providing media coverage for the campaign. The campaign will be seen by Ströer in Berlin, Dortmund, Dresden, Frankfurt, Hamburg, Hanover, Cologne, Munich, Schwerin and Stuttgart on digital screens at transport hubs such as train stations, streets, and underground and suburban train platforms. Info: www.bademantelchallenge.de