Kool, creative and competent.

-Think Big: Media College is a new program offering job perspectives for educationally and socially disadvantaged young people
-Telefónica O2 Germany and the Deutsche Kinder- und Jugendstiftung (DKJS, German Children and Youth Foundation) boost the "media competence" of young people
-Celebrity support by Kool Savas
MUNICH. Digital media has changed our lives significantly within the past few years. It gives everybody the opportunity to produce their own media content and to publish them. Socially and educationally disadvantaged children are often gifted in technical fields, but usually they aren't accustomed to use this ability for their advancement. This is where the Think Big Media College comes in - a joint programme of DKJS and Telefónica O2 Germany. The programme's objective is to open up future life- and job perspectives to young people by means of a creative utilisation of new media.
Adolescents learn best when they are motivated and when they have fun with what they are doing. How to achieve this? By not tackling their deficits and difficult situations, but by encouraging and empowering them based on their abilities. This is the approach of DKJS. Together with Telefónica O2 Germany the foundation is introducing a German-wide program to create new chances for a better future for young adults. The programme appeals mainly to 16- to 20-year-olds with a socially difficult background. It starts in June 2010 and is part of a long-term pan European social action initiative of O2, "Think Big". The participants with the most creative ideas will be promoted in special autumn camps. After finishing the Media College they will be provided with internships in professions connected to digital media. Celebrity support is given by German rapper Kool Savas. He accompanies the entire initiative: The young participants of Media College may develop their own ideas for a song he will exclusively write for Think Big and even add their own lyrics. The best participants get the chance to jointly implement ideas in professional music videos. In autumn 2010, the final video will be released as the official music video for Kool Savas' song. Media College will pick up the adolescents right where they are at. They are encouraged to deal with new media, to expand their digital competencies and to unfold their creative potential. The Media College provides technical equipment and professional pedagogic support. The objective is not only to improve technical-methodical expertise in media usage but also to train the social and occupational competencies of the youth. Dr. Heike Kahl, CEO of DKJS explains: "With the programme we want to impart abilities to the young people which they need for a self-confident utilization of new media. Above all, media are instruments to express oneself and to take part and to shape society." René Schuster, CEO of Telefónica O2 Germany, adds: "We believe in young people and their potential. A professional handling of new media offers chances and opens perspectives." The Media College involves four modules: Media College Online (www.o2thinkbig.de) is a public platform where media-savvy adolescents can develop own ideas for music videos and lyrics for the new Kool Savas song. At the same time the Media College on Tour will take place as a nationwide tour to 24 selected youth facilities in Germany. The Media College Workshops are autumn camps for the 80 best participants of the creative contests. Moreover, with Media College Local a total of 10 projects of youth welfare institutions will be supported with up to 10,000 Euros in the context of the program. The big national closing event of Think Big in autumn offers a platform to the participants of the "Media College Workshops" to present their music videos to a high-profile audience - and to their mentor Kool Savas, of course.
About Think Big Think Big is O2's social action programme with a specific emphasis on supporting young people across our O2 markets. Think Big has been developed in partnership with the Telefónica Foundation accessing its world-class expertise on social and cultural action. The Telefónica Foundation was created in 1998 in Spain with the aim of establishing a long-term structure for the social and cultural activities of all companies of the Telefónica group, which includes the O2 companies. Many O2 people have already participated in the Telefónica Foundation's Proniño programme that supports more than 163,000 children in education across Latin America. Telefónica O2 Germany GmbH & Co. OHG belongs to Telefónica Europe and is part of the Spanish telecommunication group Telefónica S.A. The Company offers its German private and business customers postpaid and prepaid mobile telecom products as well as innovative mobile data services based on the GPRS and UMTS technologies. In addition, the integrated communications provider also offers DSL fixed network telephony and high-speed internet. Telefónica Europe has 54 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany. Die Deutsche Kinder- und Jugendstiftung (DKJS) is committed so that young people can grow up well in our country and experience and learn a democratic culture of togetherness. It empowers children in what they can achieve and what moves them. It encourages young people to shape their spot in society themselves and to take life into their own hands courageously. In order to support them, it takes many dedicated employees. That's why the DKJS embeds parents, adult attendants and institutions into its programmes and initiates reform processes: in kindergartens and schools, during the transition to the job world, in family- and youth-policies.