integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
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Good practice examples<br />
General description<br />
Country Germany<br />
Name of the <strong>media</strong> format My Life (www.mylife.de)<br />
Media genre<br />
Name of the campaign/project n.a.<br />
Cross-<strong>media</strong> project consisting of:<br />
• web 2.0 online platform<br />
• quarterly print magazine<br />
• events, specials, newsletter<br />
Short description of <strong>media</strong> format My Life aims to support readers/users to live a sustainable, healthy,<br />
responsible yet pleasurable lifestyle. The site focuses on <strong>sustainability</strong> in all<br />
areas of life with the main focus being on health & wellness issues. While<br />
the magazine focuses on service topics and reports, the website provides a<br />
virtual community and tools for personal motivation toward a healthy &<br />
sustainable lifestyle.<br />
Short description of<br />
campaign/project<br />
n.a.<br />
Duration Open Ended<br />
Background/history • Developed by Burda Media Solutions to create a medium customized<br />
to the LOHAS target group. Burda Media is a unit within the Hubert<br />
Burda Media Group responsible for the development of new <strong>media</strong><br />
platforms for special target groups.<br />
• Came <strong>into</strong> production when a primary sponsor had been secured<br />
(Barmer health insurance).<br />
• Website and magazine launched in April 2008.<br />
Motivation/goals Motivate people top make sustainable and healthy lifestyle choices.<br />
Set up a new marketing field.<br />
Sustainability topics addressed • Health topics: Prevention, sports, medical wellness, health & nutrition<br />
• Environmental Topics: All areas of green lifestyle & consumption;<br />
climate change & other environmental problems.<br />
• Social topics: triple bottom line balance of companies<br />
Strategy to promote <strong>sustainability</strong> • Provide concrete and practical advice on how to make daily life more<br />
sustainable.<br />
• Demonstrate that a sustainable lifestyle can be joyful and pleasurable.<br />
• Motivate consumers to choose a sustainable lifestyle by demonstrating<br />
inspiring examples.<br />
a) Online:<br />
creation of dialogue tools among users and development of individual<br />
coaching tools<br />
Tools/activities to communicate Online<br />
b) Print:<br />
Cover <strong>sustainability</strong> topics that emotionally touch readers and illustrate<br />
positive examples.
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