School Stress and Mental Load among Mothers
Nationwide Visibility for Studienkreis at the Start of the School Year
“With this campaign, we’ve demonstrated how tutoring can provide families – and especially mothers – with meaningful relief in their daily lives. The topic of mental load in relation to school life is of great social relevance. Owing to its strong news value and topicality, the subject has successfully reached both our target audience and the media. The compelling campaign idea and the strategically well-planned execution by UHLMANN PR have resulted in the most successful PR campaign in our brand’s long communication history.”
Thomas Momotow, Press Officer
Studienkreis
The task
Our communications goal is to raise nationwide awareness of Studienkreis, strengthen the brand, and enhance its visibility and credibility within the German media landscape – timed precisely with the start of the school year across all 16 federal states.
The challenge: to identify a theme that would resonate equally with mothers – Studienkreis’s primary audience – and with the media as key multipliers. Both target groups needed to feel personally addressed, recognise its topical news value, and clearly understand the benefits of professional tutoring.
The implementation
Under the banner “School Stress and Mental Load”, we shine a spotlight on an issue of major social significance: the extent to which school life contributes to mothers’ mental burden – and how tutoring can provide tangible relief.
As no robust data on this link existed previously, the centrepiece of our PR campaign is a nationwide, representative YouGov survey of 1,053 parents of school-age children.
To provide expert insight, we partner with Laura Fröhlich, a recognised specialist on the subject of mental load. She interprets the results from a professional perspective and offers practical guidance for parents. The socially relevant survey findings are communicated through a press release, professional graphics, an editorial radio feature, a podcast episode with Laura Fröhlich, and social media content tailored for various platforms.
All materials are released in a coordinated schedule aligned with the staggered start of the 2025 summer term across Germany’s regions.
The result
With representative data, a credible expert voice, and relatable everyday themes, the campaign generates substantial media attention.
The survey findings are cited and discussed in nearly 600 media reports, including leading national outlets such as Süddeutsche Zeitung, FAZ, and Focus, as well as via Redaktionsnetzwerk Deutschland and the dpa newswire.
On social media, including posts initiated by Laura Fröhlich, the campaign achieves wide reach and strong engagement. The podcast episode records over 1,000 plays, while the radio feature reaches 1.2 million listeners nationwide.
In total, the campaign achieves an overall reach of 87.5 million contacts. Through this strategically crafted and insight-driven initiative, we successfully position Studienkreis as a trusted and expert partner in all matters relating to tutoring – and significantly strengthen brand perception within the national media landscape.
It is our client’s most successful PR campaign to date.
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