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New Media Working Group

The New Media Working Group (AKNM), founded in 1999 in Frechen by Mechthild Brachmann, is a partnership made up of headmasters, teachers, social workers, educators, media educators and subject experts.

The aim of the work group is to motivate children in nurseries and schools, to support them actively in learning about healthy nutrition through games and to encourage them to use new media in their daily education.

REWE Dortmund and REWE Regions West, Ost, Südwest and Nord are cooperation partners of AKNM. In 2000, the Region West became the first AKNM education sponsor. In 2009, it initiated the national enlargement of the REWE-AKNM cooperation. The expansion of the project to the REWE Region Südwest took place in October 2009 and in 2011 in the Region Mitte. After a joint launch event, REWE and the AKNM have been cooperating in the Region Ost with the endorsement of the Berlin Senate since October 2010. The launch event for the Region Nord took place in the Hamburg Senate in January 2012.

The workshops organised by the New Media Working Groups (AKNM) for pre-school children will regenerate the “Healthy nutrition” topic – with laptops, beamers and pointers. Mechthild Brachmann, founder of the AKNM, is convinced "It is important that children learn as early as possible how to deal with new media in a responsible way that promotes their development". “The children have the opportunity of learning together and finding out more about a topic which is important to them whilst using media in a fun and exciting way”. In addition to this promotion, the nurseries receive a large selection of fresh fruit and vegetables. This is delivered on the day of the workshop either by the nearest REWE store or collected by the children themselves in push-carts or on the bus.
The secondary school teacher and her team visit nurseries to lead workshops for five and six year olds in compact and intensive workshops in a fun environment, using a computer, mouse and pointer. In the health workshop, “Bobby Banana” and “Anne Ananas” entice the boys and girls into the land of vitamins, to the salad factory for example, where they learn all the important facts about fruit and vegetables.
The Region Südwest funded approx. 520 such workshops between 2009 and 2013 and REWE Ost about 580 between 2010 and 2013. In the Region Mitte, about 100 workshops were conducted with pre-school children after the launch in Neu-Isenburg in autumn 2011. In the area of REWE Dortmund, some 200 early intervention workshops will take place by the end of 2013. REWE Nord will have commissioned about 190 workshops between 2012 and the end of 2013. Together with its partner retailers and now also with Nahkauf, the Region West funded more than 2,800 of these media-based early intervention workshops in North Rhine-Westphalia and Rhineland-Palatinate from 2009 to the end of 2013, concentrating on the area of Cologne, Bonn, Düsseldorf, Bochum and Münster.

Thanks to REWE, approx. 80,000 children in total have already been enjoying these health workshops.
The education cooperation between AKNM and REWE Group for promoting a healthy lifestyle and fostering the use of media with children has been endorsed by the national and regional ministries or senates as well as by the various nursery organisations. An important reason for this is that the unconditional cooperation is in the long term interest of the children – i.e. they appreciate the sustainability of REWE's social involvement.