"Craftsmanship is an important building block for reconstruction"

Five years after the devastating floods, the North Rhine-Westphalia Ministry of Construction, the WHKT (Westphalian Chamber of Skilled Crafts), and the Cologne Chamber of Skilled Crafts have concluded the state initiative "Skilled Crafts in Reconstruction." In Odenthal, they reviewed their collaboration.

Reforestation of forests to preserve drinking water

Only a healthy, green forest can ensure a balanced water supply. However, persistently high temperatures and drought are currently putting forests under pressure. Since water is an essential source of life, Krombacher supports the preservation of stable forests with a large-scale reforestation program.

Seven ambassadors are featured on Instagram, YouTube, and Spotify, aiming to convey how diverse and future-proof the profession of optician is. (Photo: © Mykola Kravchenko/123RF.com)

Read aloud:

New recruiting campaign for guild opticians

Craft policy

April 2026

The opticians' guilds in North Rhine-Westphalia are launching a training campaign for Generation Z and are focusing on authentic insights into the profession of optician.

The opticians' guilds in North Rhine-Westphalia will launch a new training campaign in spring 2026 to attract young talent to the field of optometry. The campaign is part of the NRW guild opticians' image campaign, which aims to promote the various skills and services offered by opticians to the public.

The campaign is specifically aimed at Generation Z and deliberately focuses on authenticity rather than classic productions or actors. The emphasis is on personal insights into everyday working life. Trainees act as ambassadors for their respective industries. They are not professional actors, but real trainees who speak with conviction about their profession.

Seven ambassadors are promoting the profession of optician.

Seven ambassadors are featured on Instagram, YouTube, and Spotify, aiming to convey how diverse and future-proof the profession of optician is. "When I received the call for participants, I didn't have to think twice. These kinds of videos make the profession of optician even more appealing," says Hendrik Jansen, trainee and apprenticeship ambassador.

With this campaign, the opticians' guild aims to demonstrate that optometry is a healthcare profession with a future, combining craftsmanship, high technology, fashion, and more. The video reels and online audio spots will be released throughout the spring.