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
) 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.