integrating sustainability themes into media - Collaborating Centre ...

Good practice examples
General description
Country Germany
Name of the media format Bravo (www.bravo.de)
Media genre Youth magazine
Name of the campaign/project BRAVO goes green
Short description of media format Weekly youth magazine
published by the Bauer Media Group
launched in 1956
cross-media: print, online, event
Editorial concept: 3 columns:
Stars: news & gossip from music and show business, interviews, reports,
photo productions.
Dr. Sommer: advice on love, sexuality, transition to adulthood.
Real Life: “serious” social topics that are important to youth in daily lives,
including violence in schools, youth unemployment, climate change.
Short description of
campaign/project
“BRAVO goes green” is a campaign that aimed to sensitise young readers
to climate issues by providing information and advising what they can do in
their daily lives to help combat climate change.
Duration Launched in April 2009. Scheduled to run to end of 2009, plans to continue
in 2010.
Background/history The BRAVO goes green initiative was launched by chief editor Tom
Junkersdorf in spring 2006. After a campaign on violence on schools
(“Schau nicht weg! – BRAVO-Aktion gegen Gewalt an der Schule”, 2006)
and another on youth unemployment (“Job-Attacke”, 2007), “BRAVO goes
green” is the third “real life” issue campaign.
“BRAVO goes green” was preceded by a survey of 1,050 young people
aged 11 to 17 over a one year period (2007-2008) that was commissioned
by Bravo. The survey found that youth consider climate change to be one of
the most pressing problems but also that they feel helpless and are poorly
informed about the causes and solutions. The survey results informed the
development of an editorial concept that comprised two components: (a)
Informative reports and background information on climate-change to fill
knowledge gaps, and (b) Practical advice in support of climate-friendly
behaviour to show readers that everybody can make a contribution to
protect the climate.
Motivation/goals • To inform & sensitise readers to climate change issues
• To motivate youngsters to get involved in climate change prevention:
“Make readers savers of the world”
Sustainability topics addressed Climate change
Strategy to promote sustainability • To provide information on climate change at an easily understandable
level
• To stimulate readers by confronting them with facts & figures about
climate change
• To motivate young people to get involved in climate protection by giving