"Studies show that 36 percent of all young people between the ages of 14 and 24 are involved in their communities," said Dr. Brigitte Mohn, member of the Bertelsmann Stiftung Executive Board, in presenting the foundation's 2006 Annual Report, "and, at first glance, that seems to be good news. The studies also show, however, that there is still much untapped potential in this area, since an additional one-third of Germany’s youth would get involved if the conditions for doing so were better."
According to Mohn, children and adolescents benefit greatly when they become actively involved in shaping the world around them by developing self-confidence and learning to work with others as they carry out collaborative projects. In light of such findings, she said, it is disturbing that only young people from more advantaged families tend to get involved, noting that only 21 percent of youngsters with a low level of education participate in their communities compared to 43 percent, almost twice as many, with a higher level of education.
As a result, the Bertelsmann Stiftung wants to anchor the idea of participating in volunteer activities in classroom instruction. "Only when children discover in school how much fun it can be to help others within society can we make use of the potential that as yet remains untapped," Mohn said. "And one thing that plays a critical role in encouraging young people to get involved is the presence of role models within the family or immediate social environment."
Against this background, the Bertelsmann Stiftung will be starting a public awareness campaign in June 2007 focusing on the topic of "Promoting role models." The campaign is primarily geared toward two target groups: policymakers and young people themselves. It will be designed to encourage policymakers to foster civic engagement opportunities for all of the country's young by creating the necessary background conditions. In addition, the campaign will help motivate children and young adults to take the initiative and become role models for others.
The campaign's key elements will include an online portal for young people, communications activities targeting media outlets geared toward children and adolescents, and a partnership with the singer Ben, who will compose the campaign's theme song on behalf of the Bertelsmann Stiftung. The highpoint of the campaign will be the awarding of the 2007 Carl Bertelsmann Prize on September 6, with Chancellor Angela Merkel serving as the event's keynote speaker.
About the Bertelsmann Stiftung
The Bertelsmann Stiftung is dedicated to serving the common good. It executes projects in its four core areas of education, business and social affairs, health, and international relations, and strives to promote peaceful coexistence among the world's diverse cultures. Through the example of its civic engagement, it wants to encourage other individuals and organizations to support their own communities as well. Founded in 1977 as a registered charity, the Bertelsmann Stiftung is majority shareholder of Bertelsmann AG. Structured as a private operating foundation, it is politically non-partisan and works independently of Bertelsmann AG.
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