The DGB announced on March 20th, 2020: This is the first time since it was founded that there will be no demonstrations and rallies on the streets and squares of the republic on May 1st. Yet even in times of coronavirus, Labour Day should still be a visible occasion: We are here, we are many, and we stand together in solidarity.
The DGB therefore promptly decided to move the international day of struggle online in 2020. The desired format: an online programme running for several hours from the trade union centre in Berlin-Mitte. Three prominent venues in the building, maximum interaction, big-name live acts, along with talks, interviews and messages of solidarity from all over Germany – the unparalleled digital event should tick these boxes at the very least.

The artecom project team immediately commences with the conceptualisation and acquisition of artists.
The integrated PR and advertising campaign starts in parallel. Radio ads, information flyers, together with video trailers and postings for all relevant social channels are produced in a very short time. The agency is responsible for creating and producing these communication tools.

The line-up for the livestream will materialise in mid-April: MIA, Konstantin Wecker, Ute Lemper, Jocelyn B. Smith, Sarah Lesch, Heinz Rudolf Kunze, Dota and Felix Räuber have pledged their participation. Editors and post-production are working intensively on the broadcast material. The artecom team was still tweaking the programme and motion design on the eve of the online event – all under the challenging conditions of the coronavirus pandemic.

Germany will experience a unique online solidarity campaign on May 1st that meets the highest standards when it comes to content and broadcasting technology. The outstanding presenting duo of Katrin Bauerfeind and Timm Steinborn succeeded in masterfully juggling a total of six alternating programme modules through three hours of online rallies. Live broadcasts, talks and concerts are accompanied by 45 films. The emotional final piece of the programme comes from the sing-along “You’ll never walk alone” project initiated two weeks earlier – making a powerful statement of solidarity.

Germany is captivated: A whopping 350,000 viewers watch the digital event on the DGB website and YouTube channel alone. There were also 93 Facebook cross-postings of the livestream. The accompanying online activities reach well over 690,000 users, while the social media campaign ultimately reaches more than 16 million.