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← Back to IdeasDeutsche Bahn and Ogilvy Send a Strong Message for More Respect
Frankfurt, Oktober 1, 2025 – Under the guiding principle “More Respect”, Deutsche Bahn is promoting greater appreciation for the employees of the mobility group. The campaign, developed by Ogilvy Group Germany, is designed to inspire reflection and will run until October 16.
At a time when public discourse and interpersonal interactions are becoming increasingly coarse, Deutsche Bahn and Ogilvy are taking a clear stand. This locally deployed campaign aims to raise awareness of the daily challenges faced by DB employees and to increase recognition for their work.
At the heart of the campaign are the employees themselves, sharing their experiences with verbal and, in some cases, physical hostility. In addition, typographic advertising materials creatively reinterpret terms related to social interaction. For example, in the word “Respektlosigkeit” (“disrespect”), only “Respekt” (“respect”) remains — a powerful symbol for positive values.
Ogilvy’s strategic and creative concept focuses not on the problem itself, but on the people. Rather than wagging a finger, the campaign relies on empathy and invites the public to see things from a different perspective. The strong media response, including coverage in WELT, confirms the success of this approach and shows that the campaign resonates with the spirit of the times.
Marlis von Schleyer, Head of Strategic Marketing Management for DB Passenger Stations, explains: „Our employees give their best every day for our passengers. Unfortunately, they are increasingly confronted with disrespect. With this campaign, we want to send a clear signal: for fair and respectful interaction. The positive public reaction shows us that we are not alone in this message.“
Simon Oppmann, Creative Director at Ogilvy, adds: „With the Respect Campaign for Deutsche Bahn, we wanted not only to draw attention but also to encourage reflection — on how we treat each other, in everyday life and beyond. The decision to put real employees at the center gives the campaign a special sense of closeness and credibility. We are pleased to accompany DB on this journey — and to show how communication can also spark change.“
The campaign is being rolled out through local channels, including (digital) out-of-home placements at train stations, as well as a comprehensive digital and social media activation supported by the distribution of postcards on-site.
Vimeo-Link „Ad-Route 1“: https://vimeo.com/1120158683?share=copy
Vimeo-Link „Ad-Route 2“: https://vimeo.com/1120158711?share=copy
The makers
DB Passenger Stations
Marlis von Schleyer, Head of Strategic Marketing Management, DB InfraGO
Sebastian Mensing, Head of Operational Marketing Management, DB InfraGO
Paulina Laura Schmied, Marketing Management, DB InfraGO
Deutsche Bahn
Corporate Marketing
Julia Janßen, Head of Marketing Communication and Media
Ogilvy
Creative: Maximilian Ettl, Julia Kohlenberger, Tim Nockemann, Simon Oppmann, Peter Römmelt; Account: Yasmin Rodrigues, Katharina Stückle; Production: Joachim Becker, Dominik Bull
Press office Ogilvy
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: +49 69 9622 515 36 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany