Bavarian Red Cross – Altötting District Association for Rescue Services & Social Aid

Bayerisches Rotes Kreuz Kreisverband Altötting

We developed an employer branding campaign for the Bavarian Red Cross Altötting District Association with a clear objective: to reach new nursing staff and trainees where they are really needed – and as cost-effectively as possible.

The core of the campaign was a short, attention-grabbing cinema spot with the slogan “My heart beats …” – emotional, approachable and with a real connection to everyday working life at BRK. The spot was specifically optimized for regional cinemas and social media in order to achieve maximum impact with a limited recruiting budget.

We designed social media workshops for the local team to ensure that the campaign remains firmly anchored in everyday life. In the first step, we trained the marketing manager individually on Instagram and Snapchat – with a focus on platform logic, reach potential and content opportunities. In a second workshop with the trainees, the focus was on practical application: from Instagram stories and snaps to the safe use of the business account. Initial content was created, evaluated and optimized directly.

The result is a holistic approach that not only creates visibility, but also enables the BRK team to actively use social media for recruiting in the long term.