The programming focus at ZDF comprises many different documentaries, reports, magazine-style shows and talk shows. The brief for the trailers was to highlight the overall programming focus, but without using the “wagging finger” approach. Instead, the significance of these topics for society as a whole was to be communicated in a charming, appealing manner that did not marginalise or brand anyone or any group. The aim was to make these topics widely accessible for ZDF viewers.