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Students of the TU Ilmenau presented PR concepts for the International Committee of the Red Cross

All junior agencies together with the jury.

The jury during the pitch.

Award ceremony.

On Friday, 9th February 2018, Ilmenau students of the master’s course Media and Communication Science presented their PR concepts for the worldwide campaign "Health Care in Danger" of the International Committee of the Red Cross (ICRC) at the Ernst-Abbe-Zentrum. In the course of the semester, they developed creative social media strategies for the international organization under the guidance of seminar facilitator Dr. Andreas Schwarz. Within a real pitch, they presented their work to a jury, which then awarded the best concepts.

During this winter term, the ICRC cooperated with students of the Master's program Media and Communication Science in a seminar on international PR. The students' task was to develop ideas and concepts for the global campaign "Health Care in Danger". The campaign aims to draw the international attention to increasing threats for patients, doctors and caregivers in war and crisis zones. A total of 25 students from 13 countries have worked out social media strategies in five "junior agencies". The seminar facilitator was Dr. Andreas Schwarz, who leads the Group for Research in Public Relations and Communication of Technologies at TU Ilmenau since the beginning of this year.

Within the pitch, the students presented their strategies to a jury of four. Three concepts for the American market and two concepts for the European market competed with each other. In addition to Dr. Andreas Schwarz and his colleague Karoline Oelsner, the jury included Irene Raciti as the representative of the ICRC from Geneva and Michael Weber-Kopal as the representative of the German Red Cross. The jury members appraised the concepts and selected the winners in both categories. The best strategy for the European market was provided by the junior agency “Global PRformance”, in which students from Pakistan, Brazil and Romania worked together. The junior agency “IlmConnect”, composed of students from Germany and Indonesia, convinced the jury with their strategy for the American market. The jury members were impressed by the good strategies. From the clients' point of view, the cooperation was very successful. The ICRC is even thinking about implying some of the presented ideas in the future.

For the Group for Research in Public Relations and Communication of Technologies, the cooperation with the ICRC is a first step towards stronger international accents within the PR studies at the TU Ilmenau. After the successful start, there will be a similar seminar on the topic of international PR in the coming winter term.

About the ICRC

Established in 1863, the ICRC operates worldwide, helping people affected by conflict and armed violence and promoting the laws that protect victims of war. An independent and neutral organization, its mandate stems essentially from the Geneva Conventions of 1949. It is based in Geneva, Switzerland, and employs some 16,000 people in more than 80 countries. The ICRC is funded mainly by voluntary donations from governments and from National Red Cross and Red Crescent Societies. For more information:


Dr. Andreas Schwarz
Telephone: 0049 3677-694703