The Situation

The "Regensburger Domspatzen" (RDS) have opened a new chapter in 2022. After more than 1,000 years, they are opening up their outstanding educational program to girls as well and creating their own girls' choir. This is a real milestone.

The Process

Together with the lead agency Media21.TV GmbH, Menschentum. was able to accompany the RDS in their profile sharpening process. In the context of a purpose discovery, we uncovered the why of the Regensburger Domspatzen - their purpose - and, based on this, created a clear self-image shared by all. This forms the basis for all communication.

We inspire and encourage the holistic development of young people so that they can live in and contribute to this world out of their full potential.

Purpose Statement RDS

The Impact

Based on the knowledge gained in this process, a flyer was created and distributed to all elementary schools in the catchment area. It informs them that the gymnasium and boarding school are now also open to girls. It gives everyone a clear and convincing picture of what the RDS stand for and why they do what they do. And they're doing it successfully. In 2022, the RDS had more applications than they could accept.