OREANDA-NEWS. RWE's new advertising campaign puts the focus on people who are already leading the way to the future of energy. The campaign shows that there are many innovative thinkers in Germany who are working together for this goal. The feeling of togetherness that is conveyed by the video makes the audience feel involved and at the same time lets them breathe a sigh of relief: No individual person will have to bear the responsibility for the future of energy, but everyone has the opportunity to participate in it. RWE will contribute to its success with its proven performance, reliable supply and innovative products and services.

Studies show that although Germans generally support the idea of the energy transition, 75 percent do not understand the meaning of the term. “We would like to make this issue more tangible and take a step back from centre stage so that we can put the spotlight on the people who are currently working for the future of energy,” stresses Dr Bernd Widera, member of the board of RWE Deutschland AG and director of sales and regional companies.

The key statement in the campaign “Unser Land geht voRWEg” (“our country is leading the way”) builds on the German slogan “Vorweggehen” by adding new content. Landmarks identify future goals as well as people who are already showing the energy to lead. This statement transforms the brand promise - “voRWEggehen” or “The energy to lead” - into a social project.