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THE LÄND - the proud home of nerds!

The federal state of Baden-Württemberg is recognised as the most innovative region in the European Union and is one of the leading science and business locations. A full 5.63 per cent of the gross domestic product is invested in research and development in THE LÄND - more than in any other federal state. And nowhere else are there more universities of excellence than here.

To ensure that THE LÄND can continue to play this pioneering role, the Ministry of Science, Research and the Arts, together with thjnk Berlin, is launching a recruitment campaign to promote STEM (Mathematics, Informatics, Natural Sciences and Technology) degree courses.

And clearly positions itself as: THE NERD LÄND.

The aim of the campaign is to inspire young talent to study, attract them to the country and retain them in the long term. It also aims to address a nationwide problem: the steadily declining number of STEM graduates and 500,000 unfilled STEM job vacancies.

Petra Olschowski, Minister for Science, Research and the Arts, Baden-Württemberg: "We are THE NERD LAND. Because what used to be the inventor is now the nerd. And nerds are all those who have made Baden-Württemberg the most innovative region in the European Union and the leading centre of science and business - and will make it even stronger in the future. Young people with a passion for science and technology are very welcome here!"

Wir alle in THE LÄND sind NERDS.

The campaign will run for three years. Starting on 25 April, it will communicate the self-image of the NERD nation.

  • This will be done through advertising formats such as newspaper ads, OOH flights across Germany and ads on Instagram and TikTok.

  • The first part of the campaign is for students to come out as nerds by sharing insights into their everyday lives and studies on their own Instagram channel (@thenerdlaend) and a landing page (, as well as providing information on everything that could be of interest to budding nerds.

  • To support this, merchandise is available to help universities, companies and individuals spread our key message: Best study. Best life. Best jobs.


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