No war, please

03/02/2022

Wenn Worte wegbleiben. Vom Versagen der Kommunikation und was an Aufgaben bleiben kann.

We actually wanted to talk about other topics at this point. About digital communication, brands and the people who work with them, data security and protection against hacker attacks, and great new technology and software applications. Things that the wonderful people who work here at Drive and with whom we have the privilege of working are concerned with. But none of that matters right now. Not when people are fighting for their lives, their freedom, and the safety of their children and loved ones.

How could such a catastrophe happen? And how does it affect us, including our self-image as communicators? What can we do?

Our self-image as communicators, as an agency, and as people

At DRIVE, we are committed to equal exchange between people. To achieve something better, higher, and good together as the goal of communication, as an intention, and thus also as a value that underlies this action. We are all equal. We respect and appreciate each other in our differences, we enjoy getting to know others and experiencing how they see and experience things differently. That brings joy.

However, violence and war put an end to this, and that is terrible.

Communication has failed at all levels

Mass communication vs. 1:1 communication in dialogue

We engage in mass communication. We formulate messages in words, images, and data for broadcasters that are aimed at many recipients. We do this under the illusion of a dialogue, meaning we want to give recipients the impression that this communication is directed at them personally, i.e., that it is 1:1 communication. And for the most part, that is what it actually is—a special feature of social media. It feels close, personal, and direct, and it has a drastic effect. This makes the images and words we receive about the atrocities committed by the Russian ruler's army in Ukraine all the more terrible.

Truth vs. lies

The first thing to fall by the wayside in war is the truth. And that must have been the case here even before the war. Who can we believe, who still believes anyone? We are fighting for credibility. To achieve this, our intentions and values are important, as are our own actions, which prove them. The term “advertising” has always implied that ‘advertising’ something or for something also allows for exaggeration, even to the point of significant embellishment, legitimizing “a little lie,” so to speak. That is now a thing of the past. Nothing but the truth is right, and that must continue to be our stance.

Propaganda vs. enlightenment

And so, as communicators, if we cannot engage in actual dialogue with everyone, simply because we are unable to do so due to limited resources, we must at least do so “intentionally,” in a way that can be felt. By being honest and treating others with respect, openness, and tolerance. By granting them the freedom that we want for ourselves. Convincing others and welcoming different opinions and accepting them in conversation. In doing so, we cultivate the best journalistic and communicative qualities and values.

The Heroes

My personal heroes at this time are all the people in and from Ukraine who are personally experiencing this war, fleeing, fighting or hiding from afar or on the ground. The courageous President of Ukraine, Volodymyr Zelensky (German-language link), and his wife Olena Zelenska(German-language link) , the brothers Vitali and Wladimir Klitschko(German-language link), and all their colleagues – it's incredible what they are achieving. Or Russians who are standing up to their rulers, such as Andrei Rublev, the tennis player who is quoted at the beginning of this article. And journalists on the ground, such as Paul Ronzheimer from Bild (German-language link) or Angelina Kariakina from the public broadcaster Suspilne(German-language link) in Ukraine – what they are doing takes real courage.

Our thoughts are with them and we must support them in every way we can. If not now, then when? We have a lot of work ahead of us to restore the trust and unity that is being destroyed.