MedienFokus BW is a relatively young, state-wide initiative under the patronage of Minister-President Winfried Kretschmann. It is an association of educational institutions and media policy stakeholders dedicated to strengthening media literacy across all age groups in Baden-Württemberg.

To raise awareness of the initiative, its channels, and its services, we developed a two-part poster campaign: Part 1—the printed trailer—uses a QR code to lead to films by the comedy group Luksan Wunder, which take an entertaining look at internet scams… Part 2 leads to target-group-specific offers on the MedienFokus BW website. To maximize visibility, both campaigns were launched simultaneously across Baden-Württemberg.