Company: BARMER, Wuppertal, Germany
Nomination Submitted by: We are Family GmbH & Co. KG
Company Description: With around 9 million policyholders, BARMER is one of Germany's largest health insurers. It is dedicated to disease prevention and health support. That's why BARMER is happy to fulfil its prevention mandate and promote digital health literacy among students, teachers and parents with the DURCHBLICKT! prevention programme. Together, we want to pave the way to a digital, healthy future.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Health, Fitness & Wellness
 Nomination Title: BARMER DURCHBLICKT! – Digitally into a healthy future.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
24 October 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
One of the most important health resources for people is health literacy. In view of increasing digitalisation, digital health literacy is also important. Adolescents and young adults search for health information on the internet most frequently. 53% of students have difficulties in finding and evaluating digital health information. From digital social issues to cyberbullying, digital health literacy is needed in everyday life, so that people have a healthy approach to digital media and social groups in the digital space, enabling them to deal competently with the health information they find on the internet.
This is where DURCHBLICKT! (“durchblickt” is German for “seeing through” something) comes in: DURCHBLICKT! is the most comprehensive promotion programme for digital health literacy in Germany, addressing students, teachers and parents by becoming part of the curriculum itself. In the school context, it is possible to reach the very young people who have difficulty evaluating digital health information. We thereby enable the target group to search for health information online, find it, evaluate it and use it for their own health. Students are immersed in a variety of topics, such as digital loneliness, cyberbullying and body image on the internet. They learn to use and understand digital health information and applications in concrete everyday situations so that they are equipped to lead a self-determined life. This lays the foundation for maintaining their health in an increasingly digital world. At the same time, they learn relevant skills according to the recommendations of the German Ministry of Education.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
DURCHBLICKT! was developed to strengthen the digital health literacy of students, teachers and parents and fulfil the prevention mandate of statutory health insurers. Starting point was an analysis of their needs: teachers need teaching materials and access to training to introduce topics in the classroom. Students and parents are interested in their health and need information. A web portal was designed for DURCHBLICKT! to meet these requirements.
The focus is on teachers as the most important multipliers: in a closed area of the website, they receive teaching materials that were developed with Klett MINT and with the target group (students) in mind, to be as engaging as possible with examples from their everyday life. Each of the more than 30 teaching units includes an introductory video: well-known influencers talk about the main topics and share their personal experiences. For more abstract topics, animated films provide an introduction to the lesson. Teachers receive tips on how to integrate mindfulness training from 7Mind@School.
A training programme for teachers has been developed with the option of designating the respective school as an expert in digital health literacy. This ensures that expertise is established in the schools. What’s more, DURCHBLICKT! provides information for specific target groups. Parents have the opportunity to talk to experts in webinars.
The content of DURCHBLICKT! was developed by educational experts and the graphics were designed to meet the needs of the target group. The launch on 24 October 2022 was accompanied by an extensive cross-media activation campaign for teachers.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 248 words used.
On 24 October 2022, DURCHBLICKT! was launched with a web portal and an activation campaign aimed at teachers, with the objective of publicising the service and registering teachers. With over 7,000 visitors to www.durch-blickt.de in the first month, the relevance of this topic is clear. At the end of the launch phase (30 April 2023), DURCHBLICKT! had registered over 1,800 schools. The activation campaign reached more than 2 million people and drew their attention to DURCHBLICKT!
As part of DURCHBLICKT!, studies were conducted for the first time on the digital literacy of children, young people and school staff, and linked to the question of digital health literacy and its teaching in schools. The studies cover all types of schools and form the basis for further interventions and advisory processes. They are being conducted in cooperation with the Fulda University of Applied Sciences and the Technical University of Munich. Initial results were published on 27 April 2023 and show a great need for action both in achieving digital health literacy in the target group and in teaching the topic in the classroom. The results show, in line with the high acceptance of DURCHBLICKT!, that there is a demand for training in the area of digital health literacy among the target group, which DURCHBLICKT! meets.
The training courses for teachers started in May 2023 and parent webinars will be offered in the future. The platform will also be expanded continuously to include interactive offerings for schoolchildren.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 72 words used.
The annexes to the nomination of the DURCHBLICKT! project include:
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