Germany - Public Relations

Description

Since 1 January 2017, the BMFSFJ has been funding around 540 multi-generation houses nationwide in the federal multi-generation house programme. Multi-generational houses (MGH) are meeting places for people of all ages and backgrounds. The houses are open to citizens in all federal states and almost all municipalities (rural districts and independent towns) as meeting points. They support them with a variety of services. The MGHs are well-networked partners in shaping demographic change in their communities and, thanks to the great flexibility in terms of content that the federal programme gives them, they can develop individually tailored solutions and offers on site that are coordinated with their communities. Further information on the Federal Multi-generational House Programme can be found here:https://www.mehrgenerationenhaeuser.de/programm/was-ist-das-bundesprogramm/Das Federal Programme includes, among other things, accompanying public relations work. The innovative concept of intergenerational work implemented in the multi-generational houses is to be further developed in the follow-up programme (Federal Programme Multi-generational House. Together - For Each Other) with a new content orientation from 1 January 2021. What is new is that the follow-up programme has been included as a specialised programme in the nationwide funding system for structurally weak regions. This is based on the assumption that Germany has unequal living conditions and considerable regional disparities, influenced, among other things, by very different demographic situations and developments. All areas are affected by these disparities - from the economy and employment to technical and transport infrastructure, culture, social services and participation. Creating equal living conditions in all areas of Germany is a central concern of the Federal Government. The new content of the new federal programme is designed to help create development opportunities and fair opportunities for participation for all people living in Germany and thus to create equal and better living conditions in all areas of Germany. This applies equally to structurally weak and structurally strong regions, which face the challenge of maintaining their attractiveness. In close coordination with their local authorities and other relevant actors, the multi-generational houses are to provide needs-based services to strengthen voluntary commitment, participation and digital education for all generations and to promote social cohesion and democratic coexistence.540 or so multi-generational houses funded under the current federal programme are mostly located in structurally weak regions. Irrespective of their location in structurally weak or strong regions, all houses funded to date are to continue to be funded seamlessly in the follow-up programme from 1 January 2021.1 In the event that additional budget funds are made available, the BMFSFJ reserves the right to include new applicants, mainly in structurally weak regions, in the programme from 2021. The follow-up programme, like the current federal programme, will be carried out under the direction of the BMFSFJ within the framework of a working group consisting of:- a specialist department within the BMFSFJ: project management;- the Federal Office for Family Affairs and Civil Society (BAFzA): handling the funding procedure, dealing with all aspects and issues relevant to funding, as well as providing specialist support and advice to the multi-generational houses, including the provision of information and advice on the content of the programme. BMBF-funded project "Promotion of reading, writing and arithmetic skills";- Evaluation including implementation of the project "Quality of the work of the MGH";- PR agency: The BMFSFJ is currently and in future regularly exchanging information about the content, orientation and planning within the federal programmes with the federal states, municipal umbrella organisations and a cooperation group consisting of welfare organisations, the Federal Employment Agency (BA), the Bertelsmann Foundation, BAGFA, the German Association, the Federal Network of Multi-generational Houses, the BBE, BAGSO, the BaS, the DIHK, the BDA. A framework agreement was concluded with the Länder in 2015 (https://www.mehrgenerationenhaeuser.de/meldungen/neues-aus-dem-programm/details/news/gemeinsames-engagement-von-bund-und-laendern-sichert-perspektive-der-mehrgenerationenhaeuser/), which is expected to be updated in the follow-up programme in spring 2021. Based on the framework agreement, the BMFSFJ and the State of Lower Saxony signed a bilateral agreement in 2017. Further agreements with other federal states are under discussion.2017 a cooperation agreement was concluded with the BA (https://www.mehrgenerationenhaeuser.de/meldungen/topnews/news/kooperationsvereinbarung/), which is to be signed in an updated form at the launch event for the follow-up programme.Objectives of public relations work in the Federal Multi-generation House ProgrammeThe main objective of public relations work in the current Federal Programme is to strengthen the "multi-generation house" brand and to inform the general public about the work of the multi-generation houses and the Federal Programme itself and to arouse interest in it.Objectives of public relations work in the follow-up programme Federal Multi-generation House Programme. Working together - for each otherThe successful implementation of the programme in past funding programmes has made the non-copyrighted brand "Multi-generational House" a unifying element of the multi-generational houses. It has strongly promoted public acceptance of multi-generational houses. In the follow-up programme starting in 2021, the brand is to be further strengthened by the public relations work accompanying the programme and established in the broad public on a sustained basis. At the same time - and this is where the focus of the information and public relations work lies both at the federal level and especially at the level of the multi-generation houses - the public relations work is to take account of the new programme orientation and the corresponding profiling of the multi-generation houses. Within the framework of the "empowerment approach" in the federal programme, full-time and voluntary workers in the multi-generational houses should be trained and supported in all questions of public relations in their local/regional environment through qualification and accompanying measures. This includes in particular offers to strengthen the competences of the multi-generation houses in dealing with the traditional media such as press, radio and television, but especially also with digital media. One focus is the communicative strengthening of the houses that are classified as structurally weak, as well as the legitimation of the support of the houses in structurally strong regions. It will also be the task of the accompanying public relations work to support the multi-generational houses, especially in structurally weak regions, in recruiting further volunteers, and to provide communicative support in the structurally strong regions in keeping those who are committed. This requires cooperation and coordination with business, municipalities, other municipal players and civil society. Information and public relations work should also accompany and strengthen the multi-generational houses in this new task.

Opportunity closing date

16 April 2020

Value of contract

to be confirmed