Communicating strong messages and a clear stance

© ÜSTRA Hannoversche Verkehrsbetriebe AG

With positive messages and authentic imagery, the campaign raises awareness among passengers, employees, and the public about fair, respectful, and appreciative coexistence.

Effectively embedding corporate values in the company’s public image

Through the campaign, ÜSTRA addresses everyday situations in public spaces and makes its stance on diversity, social responsibility, and mutual respect visible.
Instead of pointing fingers at misconduct, the campaign deliberately focuses on a positive tone and appreciation. In this way, ÜSTRA promotes friendly, considerate, and tolerant coexistence—grounded in mutual respect.

Authentic visual language featuring employees

No external models were intentionally used for the campaign. Instead, employees from various company divisions and hierarchical levels appear in front of the camera themselves. With authentic imagery and clear messages, they highlight ÜSTRA’s diversity and lend the campaign credibility, relatability, and authenticity.

Support from top management

© ÜSTRA Hannoversche Verkehrsbetriebe AG

With Denise Hain, Board Member and Director of Human Resources at ÜSTRA, top management is also part of the campaign. She appears in front of the camera herself for the catcalling-themed image, thereby sending a visible signal against inappropriate behavior and boundary violations in public spaces. Through her participation, she underscores the company’s stance and simultaneously strengthens support for affected employees and passengers.