ABOUT

One-third of all Germans come from immigrant backgrounds. You just wouldn’t know it by looking at German media. New German Media Makers wanted to reveal this imbalance in immigrant representation and break through to the same mainstream media that were avoiding diversity topics. PR devised a clever way to force the discussion: through the weather. Because anyone can purchase the names of weather systems in Germany, we bought the first 13 of 2021 and gave them common immigrant names -- hijacking every German weather report and driving awareness, controversy and a call for a diversity quota.