• The Vodafone Foundation and MESH Collective have launched the #J0M0 awareness campaign
  • Together with high-reach social influencers, the campaign aims to promote young people's critical approach to social media content
  • The three-month video campaign attracts young people to TikTok

“Joy of missing out” is the credo of the social awareness campaign of the same name #J0M0, with which the Vodafone Foundation Germany wants to sensitize young people to a conscious and resilient use of social media.

As part of a three-month video series with educational content on the TikTok channel of its educational program Klickwinkel, the Vodafone Foundation has been promoting the discourse on self-reflection in daily use of social media since the end of September. Those interested are welcomed here by the two influencers @itsdyma and @notselma , who accompany the users through the campaign as hosts. They give the community tips on how to use social media more consciously, create short breaks in the maelstrom of the For You page with their videos and exchange ideas with different guests who critically reflect on their social media experiences.

Starting with #Logout, the source of inspiration for offline activities, through meaningful conversations in #Realtalk or classifying reactions to current TikTok trends in #Echtjetzt, various formats provide inspiration that invites you to imitate everyday life and take online breaks. Since the campaign started, the videos have already been viewed over 4 million times.

Cooperation with influencers

The campaign, developed and produced by MESH Collective on behalf of the Vodafone Foundation Germany, is now based on the support of influencers with a wide reach: Beac_Basti , Matthias Schuberth , Miss Georgia Cavallo , Noah Bibble and Michele Winchester are masters of this field, inspire an audience of millions on TikTok and understand what content generates relevance within communities of young people. As part of the #J0M0 campaign, they use entertaining videos on their channels to encourage young people to see and enjoy offline time as an opportunity and to critically engage with social media content.

Increased social media consumption due to pandemic

The pandemic not only caused peaks in the number of active users on social networks, but also increased usage time. According to figures from the ARD/ZDF study on mass communication, 14 to 29 year olds in this country spend an average of over 6 hours a day online; a large part of it on TikTok, Instagram and Co. There is often a lack of alternatives to screen time. 75% of internet users in Germany have been consuming more content on social media since the beginning of the corona pandemic, according to a survey by the Bitkom association.

Encourage reflection on your own screen time

“You don’t have to be online all the time to be part of the digital world. What matters is what you do, not how long you do it for. With the #J0M0 campaign, we support young people in becoming resilient and confident designers of the digital world. The campaign is part of our Klickwinkel initiative and targets young people where they spend a lot of time online. Together with influencers, we convince them to use social media more consciously,” says Matthias Graf von Kielmansegg, Managing Director of the Vodafone Foundation Germany.

“Platforms like TikTok are important spaces for young people to exchange ideas with friends and be entertained or inspired. However, the app's mechanisms sometimes tempt you to stay glued to your smartphone. #J0M0 deals with this fact in a humorous way and gives impulses to reflect more consciously on your own screen time,” explains Amanda Brennan, editorial director at MESH Collective, the agency for social change, which is part of We Are Era.

MESH Collective is responsible for the idea, conception, production and influencer selection of the campaign. With #J0M0, the agency for social change is building on its first successful collaboration with the Vodafone Foundation Germany. Last year, the partners sensitized young people across platforms about how to deal with disinformation (#TrueStory campaign).

Here you can find the Vodafone Foundation’s Klickwinkel TikTok channel and the Klickwinkel Initiative website:

About the Vodafone Foundation Germany : Actively shaping the digital world requires new skills. We must understand new technologies, critically question changes and work together to create creative solutions to the challenges of the 21st century. That's why the Vodafone Foundation is rethinking education for the digital society. Together with pioneers from politics, science and civil society, we research, engage in socio-political debates and develop innovative educational offerings. www.vodafone-stiftung.de

About Mesh Collective : MESH Collective is an award-winning agency for social change that develops and implements holistic campaigns, multi-stage initiatives and social video series together with high-reach peers and multipliers. MESH conveys socially relevant content and knowledge across platforms on the social web and thus empowers young people. Complex content is prepared in a journalistic manner and made accessible to the different realities of life and viewing habits. The transfer of knowledge is anchored accordingly in the context of young people's lives. MESH develops the topics from the perspective and with the active involvement of those affected in order to reflect their perspective. MESH Collective is part of the pan-European media company We Are Era (Bertelsmann), which bundles talent, content and reach marketing under one roof across countries and platforms. www.meshcollective.de

Also read: More and more users do not trust TikTok news


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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )