Wie Positivkampagnen die Welt verändern (können) – Haltungskommunikation am Beispiel der Jenoptik AG

Do companies have a political responsibility, should they have an attitude? Back in November 2023, the world-renowned and globally active Thuringian technology group launched a highly acclaimed campaign: Jenoptik is calling for more openness and tolerance with the #BleibOffen campaign. According to the company, this is important for success as a company, region and society.

"We are a company that comes from Jena, from Thuringia, but operates internationally with 4,500 employees - 1,700 of them here in Thuringia from more than 30 nations. And that alone describes how important it is for us to have an open and welcoming climate," says Sabine Klisch in the context of the Weltoffenes Thüringen alliance, which JenOptik has also joined.

How did the idea come about, how was it implemented and what were the reactions? In a lively and practical way, Sabine Klisch provides first-hand insights into the development and realisation of a remarkable campaign that has met with a nationwide response: " Stay open: Campaign for more openness | Jenoptik (in German only).