UNICEF Germany and Ströer launch children's rights campaign with TikTok stars

The joint children's rights campaign by UNICEF Germany and Ströer is entering the next round and is receiving support from well-known TikTokers. The campaign aims to make the voices of children and young people heard and to focus on their rights. The TikTok stars, including Wissensbert, Nadinebreaty, Jannikfreestyle and Youneszarou, will be part of the nationwide DOOH campaign, which has the slogan "All children and teens have rights. You too!"

The campaign focuses on authentic statements by children and teenagers between the ages of 13 and 17. In these, they express their wishes and demand their rights. Topics such as protection against cyberbullying, racism, discrimination and the right to be forewarned before someone comes into the room are the focus. "I wish that the climate crisis would finally be taken seriously," says Yasmina (17). "Everyone should have the same opportunities at school," thinks Henrik (17) and Louisa (15): "No child should live in fear of war."

The campaign will run for several weeks, starting in mid-September and ending on International Children's Rights Day on November 20. The prominent TikTokers will be seen on city information displays on streets, train stations, in subways and shopping malls. Ströer Media Creation as co-creation with UNICEF has developed the campaign probono and provides the corresponding advertising spaces. "The future belongs to children and young people. Creating a fairer and more sustainable world with and for them must be a priority for all of us. In the urban environment, our digital communications infrastructure can play a key role in advancing this goal. In doing so, we reach many young people in different life situations every day. We are convinced that this form of strong, diverse cooperation will make a lot of good things happen," says Alexander Stotz, CEO Ströer Media Deutschland GmbH.

"Being young today means being confronted with crises, uncertainty and worries about the future on a daily basis. Only by consistently implementing children's rights can we make the future a better one," says Christian Schneider, Managing Director of UNICEF Germany. To have the world explained to them, children and young people today do not necessarily go to their parents with their questions. "To reach them, we need to carefully listen to them and reach out to where they are: on their way to school and to friends, on TikTok and other platforms."

The cooperation between Ströer and UNICEF began several years ago and most recently targeted children between the ages of six and twelve. Instead of animated superheroes, it is now the TikTokers who encourage the younger generation and promote their causes. Social media plays a crucial role in communicating with young people, and the campaign uses digital communications in urban spaces to reach a wide audience.