Campaign details

Brand: Deutsche Post DHL Group

The challenge

Globalization is an engine of growth and prosperity. It is also a highly emotional issue and increasingly the target of criticism in public discourse. In many places around the world, calls for protectionism and new borders have entered the mainstream debate.

Dismissing globalization and its benefits risks undermining progress and prosperity in Germany, Europe and the rest of the world. That is why political and business leaders need to get involved and make their voice heard. As one of the world's most global companies, at Deutsche Post DHL Group, we want to contribute to a fact-based, objective debate on the issue. At the same time, we take a clear stand as an ambassador of globalization. After all, as the largest mail and logistics company in the world, globalization is our business.

The campaign

In the context of Germany's year-long G20 presidency in 2016-17, we conducted a multichannel, multi-layered public perception campaign focused on globalization and its benefits.

Its main objectives were:
  • Promoting a more fact-based debate by communicating substantiated facts on globalization
  • Leading a constructive dialog on globalization among decision-makers, opinion leaders, civil society and interested citizens;
  • Increasing public awareness of Deutsche Post DHL Group as a proponent of globalization – by articulating a clear stance on the issue in the public sphere.

The execution

Substantiated facts