Clichés and reality: HNEE launches new campaign for University Information Day
“Always these grain-eaters.” Anyone involved with the Eberswalde University for Sustainable Development (HNEE) is familiar with such labels – sometimes ironic, sometimes dismissive, sometimes derogatory. With its new image campaign, launching on 19 May 2026, the HNEE deliberately picks up on these images and uses them as a starting point for a change of perspective: the focus is on nine alumni with specific career paths who show what actually lies behind the clichés. The highlight of the campaign is the University Information Day (HIT) on Saturday, 6 June 2026.
The campaign takes a deliberately unconventional approach: rather than relying on traditional student recruitment advertising, HNEE opts for self-deprecating humour and a clear shift in perspective. Common stereotypes about the university and its students are strikingly exaggerated – and then debunked by the real-life career paths of graduates. The nine people featured now work in a wide variety of professional and social fields, highlighting just how diverse sustainability-related career paths have become.
“The campaign translates sustainability into concrete examples that people can immediately relate to,” says Johanna Köhle, Head of University Communications at HNEE. “In times of global crises, economic uncertainty and political instability, sustainable development is increasingly taking a back seat in political debates. Yet much of what concerns us today – resources, food, mobility, social justice, regional development – is directly linked to it. Our campaign offers a snapshot of this: real people, concrete career paths and very different forms of engagement.”
The campaign is aimed at prospective students, key influencers in career and study guidance, people interested in sustainability-related further education, and the general public. With an eye on the Waldstadtfestival taking place in Eberswalde at the same time, HNEE also hopes to reach those who have had little contact with the university so far.
“Clichés are so powerful in communication because they immediately trigger images and associations,” explains Johanna Köhle. “We are deliberately tapping into this mechanism – not to confirm stereotypical notions, but to reframe them through real-life perspectives and personal stories. Ideally, this will initially cause a sense of confusion, perhaps a moment of amusement – and from that, in turn, curiosity about the people and topics behind the labels.”
The challenge was to make this communicative contrast visible without coming across as gratuitously provocative or clichéd. Central to this was therefore a consistent shift in perspective: real people, concrete career paths and personal experiences that foster credibility, identification and social relevance.
The campaign was developed by the HNEE’s University Communications department in collaboration with the agency Beste Gesellschaft. Special thanks go to the alumni who, through their openness and trust, have provided personal insights into their life and career paths – without them, the campaign would not have been possible in this form.
The campaign will be visible on posters in schools and universities, on digital screens, on public transport and on HNEE’s social media channels, amongst other places. In the future, the approach is set to be further developed and expanded to include additional alumni, students, testimonials and future-oriented topics.
The University Information Day on 6 June marks the first major highlight of the campaign. Visitors to the City and Forest Campuses can look forward to a varied programme featuring degree programme presentations, open laboratories and workshops, guided tours, advisory services, and personal discussions with students, lecturers and staff.
The main degree programme presentations will take place on the City Campus. On the Forest Campus, additional in-depth subject advice, insights into research and teaching, and guided tours will be offered – particularly worthwhile for those interested in forestry and natural science degree programmes. Those unable to attend in person can also find out about the degree programmes online; prior registration is requested.
On the evening before the University Information Day, HNEE, together with its Alumni Manager Melanie Adam, invites you to the event “Schöner Scheitern” (The Beauty of Failure) at the Eberswalde Forest Botanical Garden. In an open atmosphere, guests will talk about detours, doubts and setbacks in their studies, careers and lives – thereby addressing a topic that rarely features in traditional success stories. The event ties in directly with the campaign’s core idea: making honest perspectives visible.
Further information on the campaign, the University Information Day and the programme can be found at: https://www.hnee.de/hit
Notes on the image material:
The image provided here may be used in connection with reporting on the event. Please note the copyright notice © HNEE | Stefan Escher
About HNEE
The Eberswalde University for Sustainable Development (HNEE), with its holistic focus on sustainability, its unique range of degree programmes geared towards future-relevant topics, and as a leading institution in the field of sustainability research, is a driving force for sustainable development. Around 2,300 students from some 60 countries study at the modern campus university, whilst more than 400 staff members teach, conduct research and work there. HNEE’s mission is to drive the transformation towards a sustainable society by developing viable model solutions and equipping students with the necessary skills to shape the future.