Advertising is more than just information; it “provides a great deal of support in times of crisis”, explains Ines Imdahl in conversation with Lisa Priller-Gebhardt.

Studies carried out here at the rheingold salon show that people engage very closely with advertising even in supposedly stressful situations, such as on their way to work or to the airport. It helps to structure everyday life, provides little nudges, or even creates a sense of well-being. Public spaces do not pose an obstacle to creating psychological closeness; Imdahl even sees this as an “underestimated opportunity”.

Humour, too, can be an effective tool in advertising when used correctly, provided it addresses socially relevant issues and thus offers a little respite from the daily stresses of a crisis.

You can read here which campaigns have been particularly successful and what tips Ines Imdahl has for advertisers.