The Media College is directed strategically towards young people who are disadvantaged in social and educational terms by engaging with them in their own world. The aim is to motivate them to pursue an active life, express their opinions openly and play an active role in society. After the young experts have passed through the media college, student placements are obtained for them in different vocations in order to open up future perspectives involving the digital media.

The Media College is receiving celebrity support from German rapper Kook Savas, an artist who is familiar with the aspirations and objectives of this young target group from his own experience.

The Media College is part of the European "Think Big" Social Action Initiative set up by O₂ to achieve a long-term impact. O₂ is using this initiative to engage with young people and support them in its markets. The programme was developed in partnership with the Fundación Telefónica and builds on their world-class social and cultural expertise.

The Media College is made up of four modules: the Internet platform Media College Online, the Media College on Tour to 24 youth facilities in Germany, the Media College Workshops for the 80 best participants, and the Media College Local, involving a total of ten projects with youth outreach workers being sponsored with up to 10,000 euros. This module is intended to encourage young people to address the subject of RESPECT! in a creative way. They are encouraged to explore all the different facets of hip-hop, including rap, DJing, breakdance, graffiti and use the new media to present their perspectives on their world and put their life experience in the public domain.

Young people are able to qualify with their contributions on the website www.o2thinkbig.de. They have to develop ideas for a music video based on the song "Sky's the limit" written by rapper Kool Savas exclusively for Think Big, and they have to add their own lyrics. A multimedia tool will be available on the Internet portal to assist them in implementing their creative ideas from the beginning of June. They will be supported by online tutorials and telephone support.

In the summer of 2010, the Media College on Tour will go on a national tour visiting 24 selected youth facilities throughout Germany with the aim of getting as many young people as possible to take part. A judging panel made up of experts and rapper Kool Savas will make a selection of the best 80 entries from all the applications and invite the young creative talents to the Media College Workshops. This will give the young people the opportunity to produce a professional recording of the ideas they have developed for video and lyrics using technical equipment and specialist educational support. The results of the Media College Workshops will be presented at a final event in autumn 2010. Kool Savas will also select one of the music videos as the official music video for his song.