Having a zest for life increases resilience in times of crisis – the people of Rhineland-Palatinate have demonstrated this time and again. The people of Rhineland-Palatinate are warm and welcoming, the likes of which you’d be hard-pressed to find elsewhere. We are different in a good way, and that’s what we want to show with this campaign.
In addition, studies have found again and again that a positive attitude towards life promotes productivity and innovation. The brain in a happy and relaxed state is 31 percent more productive than in a stressed or negative state (P. Coventry 2016). Another study showed that positive emotions encourage people to develop innovative ideas (B. Fredrickson 2004). Soft factors such as openness and a zest for life are therefore highly relevant for a successful and crisis-proof business location. The development of a vaccine in record time, for example, is not an “outlier” for the MWVLW from our perspective, but rather a symbol of the potential which Rhineland-Palatinate has to offer.