"Let's make children and young people's voices heard together " - this is the message of the PENNY film in the run-up to Christmas. The film "The Kids", which is being shown on social media and in cinemas, is the centrepiece of this year's PENNY campaign.
Climate change, war, social division and inequality - all of these current issues and how we deal with them have a massive impact on the future of our society. Yet those who are most affected by this future are usually not asked for their opinion or their wishes.
In its annual pre-Christmas campaigns, PENNY has set itself the goal of giving a voice to people who are otherwise often overlooked. Following the highly acclaimed "The Crack" and "The Wish", this year PENNY is calling on children and young people to listen to their needs and wishes and to take them seriously with "The Kids".
Children and young people's wishes for the future
To this end, PENNY has asked children and young people from the associations that the discounter supports with the "Förderpenny" donation initiative what their wishes for the future are. Over 100 organisations from all over Germany took part. PENNY customers can use the "Förderpenny" to support young people in associations by rounding up their purchases at the till or donating their deposit receipt.
Dr Stefan Görgens
Dr Stefan Görgens, COO PENNY:
"Children are our future. This makes it all the more important to listen to them and see the world through their eyes. Through our 'Förderpenny' initiative, we have been hearing first-hand for years what they lack and what they want. We want to use our reach to provide a platform for this."
Förderpenny breaks all records
PENNY not only wants to be a place to shop, but also to be there for people. As a neighbourhood discounter, PENNY is committed to helping those who are hard to reach. The Förderpenny has been supporting social projects for children and young people since 2015.
This year's Förderpenny is already breaking all records. Last year, 3,000 organisations applied nationwide. In 2023, the number of applications has skyrocketed to 5,400 associations. The amount of funding will increase significantly from 761,000 euros to 987,500 euros. More than 100,000 euros of this will be awarded as special prizes to three winners at each of five regional award ceremonies. In total, more than 700 organisations that are committed to helping children and young people will be supported.
Food for thought for a future worth living
PENNY asked children and young people between the ages of six and 17 in a small study about the Förderpenny associations what currently concerns them or how they imagine the future. The wishes of the children and young people are sometimes political, sometimes personal. They are intended to provoke and stimulate discussion.
Children are at the centre of the campaign
The thought-provoking ideas for a future worth living from the Förderpenny associations are not only reflected in the film. They appear in the PENNY newsletter, in the customer magazine mittendrin, on the penny.de website, on social media channels and in stores on posters or on the PENNYlive store radio programme. The campaign was launched on 16 November. It will run for a period of six weeks.
Both German and English comments appear here.
And like every year, the handkerchief lies next to me as a precaution - and like every year, I need it. It touches me deeply.
GREAT! What an intense message. Goes to the heart and touches.
WOW!!! Moved to tears again.....