Gemeinsam menschlich (Together Human): A public campaign to move the middle - A Case Study


This case study tells the story of a public campaign ‘Gemeinsam menschlich’ to change the perception of Muslims in Germany. A particular feature of the work is that it was initiated to appeal specifically to a segment of the population identified and defined by segmentation research. The campaign was developed and tested in the Narrative Lab at the International Centre for Policy Advocacy (ICPA) by JUMA, an NGO that gives young Muslims a voice and makes their social commitment visible. SCI thanks the teams at JUMA and ICPA for sharing their journey.