10.10.2017 – 31.01.2019
Umweltbundesamt (UBA)
Monika Meiser
Information
In the project Big Bang Boden (working title), we developed a comprehensive concept on how to motivate consumers to engage in soil-friendly behavior in their daily lives. The result is a set of target group-specific everyday tips, designed with appealing visuals and impactful language to encourage positive behavioral changes among consumers, ultimately promoting active soil protection by these target groups. Additionally, we designed ideas for effective public communication of soil-related topics.
Finally, we compiled our ideas and the entire development process of the everyday tips into a guideline for target group-specific communication of soil topics. This guideline serves as a practical tool for soil stakeholders in public relations. The products created during the project were presented in January 2019 at a press conference hosted by the BMUB and UBA during the International Green Week (IGW).
What makes the project special is, on the one hand, the close collaboration with soil experts and specialists from the fields of environmental psychology, communication, marketing, journalism, art, and theater, and on the other hand, the use of participatory and creative methods from innovation design. These methods aim to provide specific societal target groups with better access to soil-related topics. The project was carried out in close cooperation with the contracting authority UBA, as well as the key German soil committees and associations: the Federal Soil Association (BVB), the German Soil Science Society (DBG), the Soil Protection Commission at UBA (KBU), the Engineering and Technical Association for Soil and Contaminated Sites (ITVA), and the European Land and Soil Alliance (ELSA).
Other experts involved in the project included Prof. Dr. Hubert Wiggering, Prof. em. Dr. Franz Makeschin (Soil Science and Geoecology), Sabine Kühlberg (PR and Marketing), Franzi Bauer (Content Storytelling), and Karen Hamann (Environmental Psychology).