The German government launched a sweeping public relations campaign on Monday, titled “That’s What Germany Can Do” sparking immediate scrutiny regarding its scope and justification. Deputy government spokesperson Steffen Meyer asserted the initiative is intended to fulfill the government’s legal informational duty, a claim met with skepticism from opposition parties and media analysts.
The campaign, slated to involve extensive poster advertising, print and digital advertisements and online content, raises questions about resource allocation at a time of ongoing economic challenges and budgetary constraints. While Mr. Meyer pledged that costs will be made “transparent” upon final reconciliation and will be drawn from existing budget lines, few details were offered regarding the overall financial scale of the project. Critically, the potential inclusion of advertising on platforms like TikTok and X (formerly Twitter) has fueled concerns about the targeting of younger demographics with politically-motivated messaging, a practice some critics labeled as manipulative.
The stated goal of the campaign – to visually communicate government decisions, foster national cohesion, celebrate achievements and build confidence in the face of societal change – has been interpreted by some as a calculated attempt to bolster public support for existing policies and deflect criticism. The phrasing, particularly the emphasis on “celebrating successes” has been criticized for potentially glossing over complex issues and neglecting dissenting voices.
Opposition leaders have questioned the necessity of such a large-scale PR effort, arguing that a commitment to transparency and open dialogue should supersede the need for elaborate promotional campaigns. Some commentators suggest the timing of the launch, coinciding with ongoing debates around economic reforms and social divisions, indicates a strategic effort to manage public perception rather than genuinely engage in constructive discussion. The long-term implications of such a significant investment in government-led messaging and its potential impact on media independence remain subjects of ongoing debate.