The ‘Soil of the Year’ Campaign in Germany—Experiences from over 20 Years of Public Relations Work for Soil Awareness

Sonja Medwedski (), Gerhard Milbert, Maike Bosold, Jeannette Mathews and Klaus Kruse
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Sonja Medwedski: German Soil Association, 49152 Bad Essen, Germany
Gerhard Milbert: Steering Committee Soil of the Year, 47608 Geldern, Germany
Maike Bosold: German Soil Association, 49152 Bad Essen, Germany
Jeannette Mathews: German Environment Agency, 06844 Dessau-Rosslau, Germany
Klaus Kruse: Federal Institute for Geosciences and Natural Resources, 30655 Hannover, Germany

Land, 2025, vol. 14, issue 6, 1-26

Abstract: Since 2005, the ‘Soil of the Year’ campaign has aimed to highlight the ecological functions and societal relevance of soils in Germany. This article analyses the campaign’s concept, evolution and outreach strategies. It evaluates its role as a tool for environmental education, public engagement and policy communication. Over two decades, the initiative has established itself as a key platform connecting science, policy and society. The annual designation of a specific soil type enables focused communication, enhances public understanding and encourages sustainable soil management. The article concludes by identifying success factors for the long-term effectiveness of the campaign and outlines future opportunities for interdisciplinary collaboration and digital innovation. In addition, the findings provide actionable recommendations for similar soil awareness campaigns in other countries.

Keywords: soil awareness; soil of the year; soil literacy; science communication; world soil day; soil health; soil communication; citizen engagement; soil protection (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2025
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