DM launches new communication campaign – DM encourages me to #bewhole

By: Trademagazin Date: 2025. 01. 10. 11:48

Under the title #egészenén, dm is launching a new communication campaign in twelve countries, guided by the motto: “Here I am myself”, meaning that at dm they do not only see me as a customer, but also value my whole person. As an enabler and encourager, dm wants to support people through the #egészenen campaign to discover, find themselves and shape their lives in a way that suits their own ideas and desires.

Being ourselves is not easy, external expectations arising from different social roles and the influence of social media cause a constant pressure to conform, which is based on the internal conflict caused by comparing ourselves with others. External expectations are to always show a perfect picture of our lives. All these expectations can lead to a feeling of overload, as they are often in contradiction with each other.

“We want to encourage you to think about yourself and reflect on the expectations of your roles,”

says Roland Kanyó, Head of Marketing and PR at dm Hungary, about the campaign’s goal.

“Every person should have the opportunity to break away from social norms and walk their own path without constantly having to conform to an ideal image – that’s the idea behind #egészénen.”

Be yourself in your uniqueness

dm values diversity and uniqueness. “For us, external characteristics or individual background don’t matter – what matters is the uniqueness of the person,” emphasizes the marketing manager. “At dm, we don’t judge people based on whether they’re young or old, what paths they’ve taken, or what personal experiences have shaped their lives. Likewise, we don’t define people based on their education or occupation, or how they live. The #egészén campaign features not only people who appear according to the ideal images of the advertising world, but also consciously people who are older or whose physical disabilities are visible,” the manager says.

With this campaign, dm wants to promote a social environment in which everyone feels good and can develop. “Because diversity, coupled with mutual respect and interest, enriches life and is the basis for good coexistence. We are convinced that our differences do not separate us, but strengthen and connect our community.”