For the "Wir sehen mehr" (="We See More") campaign focusing on careers in childcare and education, Miriam Lindthaler photographed images for the Federal Ministry for Education, Family, Seniors, Women and Youth, executing the visuals in tandem with the film production.
The campaign reframes typical, challenging child behaviors in a positive, development-oriented light. At its core is the theme of shifting perspectives—a task that is often far from simple.
Everyday situations that outsiders might perceive as exhausting, disruptive, or chaotic—such as conflicts, defiance, disorder, or missed sessions—are interpreted by childcare professionals as significant developmental milestones or opportunities.
The campaign challenges the stereotype of the role as merely "keeping an eye on" children. It demonstrates that careers in childcare and education demand a high level of empathy, psychological expertise, and strategic action.
The campaign’s stated goal is to actively encourage people to pursue training or a career in the social sector. This initiative addresses the severe shortage of skilled professionals in Germany—exacerbated, among other factors, by the legal entitlement to full-day childcare—prompting the Federal Ministry to launch a large-scale effort to specifically attract new applicants.
The campaign was created in collaboration with FISCHERAPPELT × FORK.
Miriam Lindthaler is represented by the agency UPFRONT Photo & Film, Hamburg.
GoSee : wir-sehen-mehr.de
