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Fair Trade City Neu-Ulm: HNU stu­dents de­velop films for more fair trade aware­ness

16.12.2020, Study :

Students of the International Corporate Communication and Media Management (ICCMM) master's programme at HNU have created two animated films and a teaser poster for the fair trade steering group of the city of Neu-Ulm. The project aims to position Neu-Ulm as a fair trade city and raise awareness of the issue among citizens in the region.

Visualise the basic idea of fair trade and bring it to the region: this was the task that HNU students in the ICCMM module "Sustainability/CRS Communication" were given by the fair trade steering group of the city of Neu-Ulm.

Along the way, the students dealt intensively with the principle of fair trade and went in search of clues: What do Neu-Ulm citizens know, what do experts say about fair trade? After a thorough analysis of the competition, the project team created their own personas and used them to develop possible formats for the social media channels of the city of Neu-Ulm. The students decided on an emotional approach with a clear message: "We wanted to make our target group proud to be citizens of a fair trade city," explains Master's student Thandiwe Yego.

Aim of the student project: to sensitise Neu-Ulm citizens to Fair Trade

This project eventually resulted in two films that juxtapose life with and without Fair Trade in animated sequences. The short, colourful clips are not only as diverse and varied as the project team itself, which is made up of students from a wide range of nationalities - they also manage without any language at all. "We were thrilled to see what was possible with our technical tools and how our message could be conveyed with them in a purely symbolic way," says course participant Charlotte Gollnick. The project group also designed a poster that condenses the core message of the videos once again at a glance. It was an exciting task in an exciting semester, the students sum up - and something they wanted to support with a clear conscience.

The project team presented the final project results to the fair trade steering group of the city of Neu-Ulm, which will now use the two films and the poster to promote more fair trade awareness in the region in the future.

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