Social, ecological, livable.

The City of Freiburg Builds a New Sustainable District: Dietenbach

Task

The new Dietenbach District in Freiburg is one of Germany’s largest housing projects.
This major and partly controversial development required communication that would foster acceptance and prepare marketing.

Strategy

Our dual strategy: generate anticipation and enthusiasm for the new district while providing factual arguments to counter criticism. To build an emotional connection between Freiburg’s citizens and the new area, we established an information pavilionnear the construction site featuring exhibitions and events. The comic series “Die Dietenbachs” addressed positive and polarizing topics with humor, while citizen workshops (“Werkstatt Dietenbach”) enabled participatory dialogue.

Result

A citizens’ referendum initiated by opponents in 2019 ended in favor of the project, thanks to a pointed positive campaign (“Never has a NO been so sustainable”). At the groundbreaking ceremony in 2024, Chancellor Olaf Scholz praised Freiburg’s pioneering approach and its spirit of “doing instead of complaining.”