BLOG / JANUARY 2026
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Sustainable circular economy with Green IT – afb social & green IT has been living this concept for over 20 years. The IT refurbisher gives hardware a second life by reprocessing the devices and returning them to the cycle as high-quality second-life products. To do this, afb buys used IT from partners such as Siemens, Vattenfall, Pfizer and Schaeffler. At the same time, the non-profit company creates jobs for people with and without disabilities.
Our communication tasks: Repositioning afb as a highly professional IT service provider and directly addressing potential partners. To this end, we carried out a complete brand relaunch and created a strategic communication concept that aims at awareness, thought leadership and lead generation.
The right story is crucial – especially in a business like Circular IT, which is not the focus of every company. That’s why, together with afb, we formulated a narrative and a messaging house. On this basis, we defined central topics for partner communication that address the pain points of the companies and highlight added value.
The content, created in a format-appropriate manner, is rolled out across all channels on the web, on social media and in the press. At the same time, the topic catalog provides concrete approaches for further strategic measures in thought leadership and CEO communication, such as podcasts, lectures, events and conferences. Each networked and supported by Business Social on the CEO’s personal LinkedIn channel.
At the same time as the launch of the new brand identity, we also launched a multi-month campaign in the most important business and industry media for lead generation. With content ads in the newsletters of the specialist publishers, which specifically address the topics of the partners and lure the readers to the afb website.
In order to additionally bring afb into the public discussion, we established contact with top politicians from the state and federal government and invited them together with press representatives to a visit to the afb headquarters.
More about afb social & green IT here