The skilled crafts are "the economic power. On your doorstep." But many Germans underestimate their importance and appeal. The national image campaign has therefore set out to enhance the reputation of the skilled crafts in the public eye and to increase their relevance in everyday life.The integrated communication campaign targets the general public, young people, multipliers and the tradesmen themselves. Striking images, new perspectives and persuasive messages credibly convey the sector’s breadth, diversity, modernity and relevance to everyday life. The overall messaging is condensed in the claim "Skilled Crafts. The economic power. On your doorstep." The campaign utilises a variety of communication channels to reach the target groups - classic advertising with TV and cinema spots, ad and poster placement, PR measures, press conferences, media co-operation and trade fair attendance as well as online activities such as a campaign website.

At the centre of the campaign are also participation opportunities for skilled crafts organisations and businesses. This involves integrating them into the campaign, incorporating logos in their corporate design and online presence, interlocking regional events or company specific campaigns with the image campaign and designing individual motifs to fit in with the campaign’s look.

To kick-off the campaign, organisations and businesses received support materials and assistance with almost 150 press conferences. A TV and cinema spot and various poster and advertising motifs convey the campaign’s messages in multiple flights. Supporting press work and the "number of the week" also highlight the skilled crafts’ achievements, while in-depth information and entertaining tools are available on the website.To involve almost a million enterprises nationwide, they received various advertising tools. All poster and advertising motifs are available to everyone as printable data files as well as numerous features for online use. Event props such as a photo box, where members of the public can insert their portraits into 37 everyday skilled crafts situations, are ready for use at trade fairs and events. A brochure introducing all career paths in the skilled crafts sector is also being used to target young people.

At the campaign kick-off, some 150 press conferences combined with press and publicity work, achieved press coverage in the national and regional media: ca. 500 articles in the daily press, 200 reports on TV and the radio and hundreds of online contributions. The widespread placement of commercials, advertisements in the leading German print media and a nationwide poster campaign increased the visibility of the skilled crafts even further. The website has also registered almost one million visitors in the first year.Organisations and businesses have taken up the campaign and disseminated its messages. Numerous trade associations deploy their own motifs, adapted to the image campaign’s look, to promote their profession. Businesses all across Germany utilise the supplied advertising tools to introduce the campaign to the wider society. Multipliers from politics, sport, science, business and media contribute to the campaign and highlight the importance of the skilled crafts to the public.