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SMWK

SAXONY STATE MINISTRY OF SCIENCE, CULTURE AND TOURISM – “SORBIAN? OF COURSE.” IMAGE CAMPAIGN FOR THE SORBIAN LANGUAGE

 

The Culture and Tourism Division of the SMWK is dedicated to the affairs of the Sorbian people as well as the Sorbian culture and language. In 2019, we were commissioned by the Ministry to develop a concept for the Sorbian language image campaign including the visual leitmotif. We have been responsible for implementing all communication activities.
Our services encompass strategic consulting, content production and placement, performance marketing and social advertising campaigns as well as out-of-home activities, advertisements, print products and give-aways along with as event and video production.

Task

The Sorbian language is a minority language and faces the threat of extinction over the long term. The campaign aims to raise awareness of the Sorbian language and also to increase public acceptance and appreciation of its use and also to convey knowledge.

Implementation

We take a three-pronged approach when carrying out a promising image campaign: Attention, interest and acceptance. In the process, we position the Sorbian language as part of the everyday communication among many people in Lusatia. The image campaign focuses on younger people aged between 14 and 40 who live in the Sorbian settlement area and speak little or no Sorbian. The first stage made the abstract language concept at tangible, communicative ideal with the word-picture brand and the claim “Sorbian? Of course.” In the second stage, the word-image brand was implemented on the new website and publicised via social media channels and through out-of-home measures. In the third stage, we take our readers on a journey through their homeland via the online magazine sorbisch-na-klar.de.

Result

After only a few months, the “Sorbian? Of course.” social media presence had already become the largest Sorbian language portal on Instagram, thanks to its high visibility in the Sorbian settlement region. Activities such a branded public bus in Upper Lusatia, which quickly became a popular photo image, generate attention for the campaign. Passenger advertising on 120 regional transport buses and the first Sorbian Giphy stickers gave the campaign a presence in daily life and leisure activities. The online magazine now receives thousands of visitors every month. In addition to dedicated people and personalities throughout the region, celebrity interview partners such as the Sorbian actress Gabriela Maria Schmeide contribute to sorbisch-na-klar.de.  
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34.107 website users

in the first year (06.2020-06.2021)
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>1500 Instagram followers

and >1300 Facebook subscribers
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2.8 M

GIF & sticker views

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