Shop Local – #backtobag

A poster campaign created by communication design students is displayed on 21 advertising columns in Mainz, encouraging people to shop at local retailers again.

From the press release issued by the Department of Economic Affairs:

The COVID-19 pandemic, with all its repercussions, has hit the retail sector hard. Since the pandemic began about 18 months ago, stores have repeatedly had to close for extended periods or have been able to open only under certain restrictions …

To draw attention to the hardships faced by the retail sector and to support it, students in the Communication Design program at Mainz University of Applied Sciences have developed a poster campaign over the past few months to support Mainz’s retail businesses.

“The students deliberately chose this topic because it is important to them to help retailers in this difficult situation and to encourage people to visit local stores and thereby support retailers,” explains Prof. Charlotte Schröner of Mainz University of Applied Sciences.

To implement the project, she then reached out to the City of Mainz’s Department of Economic Affairs and to Ströer Deutsche Städte Medien GmbH, asking if they would be willing to support the campaign. “We were very pleased that both Economic Affairs Director Manuela Matz and Ströer gave their immediate approval,” says Schröner.

Over the past few months, the students have designed a total of seven poster designs. These feature messages such as “Shop local—#backtobag,” “Shop at Mainz stores—there’s something for everyone,” “Support our Mainz stores,” and “Visit a store—it can’t hurt.” The seven posters have recently gone up at 21 locations throughout the city. To make the project a reality, the city’s economic development agency covered the costs of printing the posters. Ströer Deutsche Städte Medien GmbH provided the locations and advertising columns.

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“With our outdoor advertising media, we can reach a large number of people in public spaces in a very short time. We’re therefore supporting the students’ initiative with what we do best: generating attention for this dedicated effort to promote local retail in Mainz,” says Christine Brücken, portfolio manager for city marketing at Ströer Deutsche Städte Medien.

Manuela Matz, Head of the Economic Affairs Department, makes it clear that supporting the project was a matter of course for her. “I think it’s great that the students are standing up for our retail sector and want to help it. This commitment is truly wonderful and shows their connection to the city and to local merchants,” says Matz. She was deeply impressed and inspired by the students’ ideas and passion for the topic. The designs are creative and, with their simple, concise messages, immediately catch the eye. “I think the students can truly be proud of their work and their ideas.”

Matz emphasizes that a vibrant, diverse local retail sector is extremely important for the appeal of the city of Mainz. Now, she says, it’s crucial to help the retail sector during these still-difficult times. The head of the Economic Affairs Department is therefore calling on the people of Mainz to support local retailers. “Please continue to shop at our local stores. Retailers still need the support of all of us,” says Manuela Matz.

Advisor: Charlotte Schröner

Students: