#bethechange - Our life. Our responsibility.

Generation Z: This is the term used to describe the current primary target group for student recruitment at Zittau/Görlitz University of Applied Sciences. Young people born between 1997 and 2012 who yearn for security and self-fulfillment. They want to live in a world that will be preserved for future generations and are fully prepared to do their part to ensure that happens. This is creating a new relationship between people, nature, and technology. Sustainability and authenticity are in higher demand than ever before.

This is precisely where the HSZG focuses its student recruitment efforts—as an environmentally conscious institution with great potential for fostering interests and ideas.

Three campaigns were developed under the hashtag #bethechange. These were tailored to support the application for the new degree programs— the B.Sc. in Nursing and the B. Sc. in Mechanical Engineering Education —as well as for general student recruitment across the university. The motto #bethechange—Be the change! — is not only the guiding principle of these three new videos but also runs through all coordinated marketing efforts as a unifying theme in both content and color scheme. The goal is to draw the attention of prospective students across Germany to the university located in the border region where three countries meet.

Three Campaign Videos

The three campaign videos will be widely distributed and broadcast online and in movie theaters nationwide to promote the degree programmes and the university as a whole. In them, we showcase: Our lives. Our responsibility. Always keeping the central message in mind: Do you want to make a difference? Then be the change yourself— #bethechange. The campaign was specifically designed for the target audience that is active online.

“Do you know what it feels like to change someone’s life? Study nursing now!” This line really hits home and serves as the closing words of the campaign video for the newly introduced B.Sc. degree programme in Nursing. Careers in nursing are more of a calling than a job. The promotional video shows the “raw” facts. Honest, no fakes, no filters.

"You may not know it yet, but you—you will change the world." This is the opening line of the film promoting the new degree programme in the Faculty of Mechanical Engineering and Mechanical Engineering Education. Teacher: a dream job for many young people. The film follows the journey of two young girls who discover the world and its scientific connections with fascination and wonder. What could be more natural than passing this knowledge on to the next generation?

"Let's not count the days, let's make every day count." The cross-university film takes viewers on a journey with the aim of breaking new ground together for a better future. It illustrates what counts, namely taking the first step towards sustainable studies together and collectively. You and I - we bring about change.