Communicating Strong Messages and a Clear Stance

© ÜSTRA Hannoversche Verkehrsbetriebe AG

Through positive messages and authentic imagery, the campaign raises awareness among passengers, employees, and the public about the importance of fair, respectful, and appreciative interaction.

Effectively embedding corporate values in the company’s public image

Through the campaign, ÜSTRA addresses everyday situations in public spaces and highlights its stance on diversity, social responsibility, and mutual respect.
Instead of pointing fingers at misbehavior, 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 used for the campaign. Instead, employees from various departments and levels of the organization appear on camera themselves. Through 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, Executive 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 scene addressing catcalling, thereby sending a visible message 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.