Bistum Aachen – Loneliness Campaign
Ich Einsam. Wir Gemeinsam. by Bistum Aachen
A social media campaign addressing loneliness among young adults—designed for a target audience aged 18 to 32 and featuring real voices from their everyday lives.
Loneliness is an issue that affects many young people—but is rarely discussed openly. Especially amid the transition from college to their first job, moving to new places, and digital connectivity, many go through phases where they feel isolated.
The Bistum Aachen campaign “Ich Einsam. Wir Gemeinsam.” addresses precisely this reality. Under the hashtag #GemEinsam, it brings together personal stories, authentic perspectives, and an open invitation to conversation.
The result is a campaign that doesn’t lecture, but connects—and shows young people: You are not alone in feeling this way.
Challenge & Objective
How to communicate a socially taboo topic openly, credibly, and effectively?
Loneliness is a sensitive topic—and at the same time, a socially relevant one. Many young people experience moments of isolation, but rarely speak openly about them. It is particularly challenging for institutions to address this issue in a credible manner and on an equal footing.
The campaign’s objective is therefore clear: to reach a young audience aged 18 to 32 while creating a space where people can talk about loneliness. The goal is not to present quick fixes or deliver moralistic messages. What matters far more is developing content that resonates and fosters a sense of connection—in other words, content in which people can see themselves reflected.
The campaign aims to show that loneliness is not a personal weakness, but an experience shared by many.
Strategic Approach
Integrated communication instead of isolated measures
To achieve precisely this sense of closeness, the campaign has been deliberately designed to take a two-pronged approach.
The focus is on three authentic influencers who share their personal perspectives on loneliness. They speak openly about situations, feelings, and experiences from their own daily lives. This creates a form of communication that doesn’t lecture from above, but rather draws from the target audience’s lived reality. At the same time, the campaign is being rolled out via the specially created main Instagram channel “Ich Einsam. Wir Gemeinsam.”
This combination of a personal perspective and a traditional reach strategy ensures that the content is both credible and visible. The result is a campaign structure that combines bottom-up communication with strategic marketing in the digital space.
Campaign idea
The campaign’s central message is deliberately simple: “Ich Einsam. Wir Gemeinsam.” The phrase captures an experience many people can relate to—while also opening our eyes to the importance of community.
This connection is precisely what lies at the heart of the hashtag #GemEinsam. The word combines “together” and “lonely,” thereby highlighting the campaign’s core message: taking loneliness seriously—while also demonstrating that community is possible. The result is a campaign concept that resonates emotionally while conveying a clear direction.
Content & Tone
The campaign’s content deliberately focuses on honest language and personal perspectives. Instead of abstract messages, it centers on everyday situations that many young people can relate to: the feeling of not knowing anyone in a new city, friendships that change, or loneliness despite digital connectivity.
The contributions capture these moments and translate them into brief statements, images, and stories that are both accessible and thought-provoking.
The tone remains deliberately accessible and open. It invites listeners to reflect on their own experiences and to view the topic of loneliness from a new perspective.
Visual line
Visually, the campaign also follows this approach. The imagery depicts real-life situations and authentic moments from the everyday lives of young people. At the same time, doodles convey a special mood: they appear youthful, sometimes playful, and lighten the tone of the content. As a result, the visual concept works very well in the feed and creates an atmosphere that conveys closeness and lightheartedness. This visual language is complemented by clear typographic elements and a modern color palette, which give the campaign strong brand recognition.
The result is a design that resonates emotionally while also establishing a clear campaign identity.
Dark Blue#181d4b
Green#1c938b
Red#f86f6b
Beige#f2f3da
Light Pink#fff5f3
Ice Blue#f9fffe
Editing & Production
The campaign was designed with Instagram in mind from the very beginning. Content is specifically developed for this channel because Instagram serves as a central hub for interaction, inspiration, and personal perspectives for many young people between the ages of 18 and 32. Accordingly, all content is tailored to the platform and rolled out according to a continuous editorial schedule.
In addition to content production, our responsibilities include collaborating with influencers, engaging with the community, and monitoring and optimizing performance. Through this ongoing support, the campaign can respond flexibly to feedback and continually explore the topic from new angles. In this way, individual posts gradually come together to form a visible campaign movement that sparks conversations and connects people.
Content Planning
Monthly planning and coordination of content ensure structure, consistency, and strategic clarity throughout the campaign.
Content Formats
Regular feed posts and Stories make campaign messages visible and encourage engagement.
Performance Optimization
Ongoing analysis of relevant KPIs enables the targeted refinement of content, formats, and publishing strategies
Monitoring
Ongoing monitoring and community management consulting ensure quality, responsiveness, and consistent communication.
The result
The “Ich Einsam. Wir Gemeinsam.” campaign successfully brings a socially relevant issue to the forefront while directly engaging a young audience. The combination of a personal perspective, a clear message, and strategic execution creates content that not only informs but also touches people and encourages discussion.
In just the first six weeks, the main Instagram channel gained over 700 followers who actively follow the campaign and engage with its content. In total, the posts achieved a reach of 314,641 impressions. What’s particularly valuable here are the genuine community reactions. Conversations take place not only publicly in comments but also in direct messages, both on the campaign channel itself and via the Sinnfluencer accounts.
Together with the project team from the Bistum Aachen, we are developing and implementing a campaign that deliberately addresses the realities of people’s lives, thereby creating resonance and relatability.
