Get to the point in a minute. Entertain, inform and address adolescents in such a way that they feel that they are being taken seriously. That is the challenge that the MDR is facing with what it is called “the first public law education format” on Tiktok. The channel @ probably embarrassing aims to bring love, sex and one’s own body closer to 13 to 15 year olds. The idea is not that new, and a look at comparable channels shows that there is potential, but you can’t get rid of the feeling that there is more to it.
In the video with the most views and likes, host Vicky answers the question of when a person will have their first period. To do this, she lists signs, something like this: Are you growing a lot right now, from your hips to your pubic hair, do you have white flow? Then it can’t be that long. Young people respond in the comments. You can read about fear, along with experiences and tips on how to best prepare for your first period. A community that exchanges intimate and taboo topics in this way is the best confirmation that an editorial team could wish for. But it doesn’t work the same for all videos.
When public broadcasters use platforms such as Instagram and Tiktok, it is easy to cast criticism. That is due to the effort and effort that are often behind the videos and which can make these videos seem stiff or overambitious. What teenagers shoot in a few minutes on the way to the bus or in the children’s room is suddenly illuminated in a large manner by transmitters in the studio. Videos are not spontaneously chatted into the cell phone, but precisely texted. This can be for formats like @daily News work with such as @ probably embarrassingthat take up intimate topics can come across as impersonal and explanatory.
Two Tiktok channels, which explain differently, confirm the impression. In September 2020, the rbb brought the @ safespace.official at the start. The videos are less professionally produced, but approachable. Five young women, sitting in the bathroom or in the kitchen, talk casually and honestly about their own insecurities about hair growth, periods or sweat. Also @doktorsex, With almost 800,000 followers, it is the German Tiktok reconnaissance format with the greatest reach, acts more impartial. Gynecologist Dr. Sheila de Liz and urologist Volker Wittkamp explain in a competent, entertaining and sometimes almost crude way everything that interests young people in their areas of expertise. With vagina pillows and condoms in hand or a tampon in their nose, they demonstrate: Nothing is embarrassing here. The only thing annoying is the ad for a health insurance company in the videos.
The MDR is expanding its offer for the young target group. With the report format exactly on Youtube and just @ probably embarrassing he wants to be there on the big playing field on the net, where formats like Ctrl_F, the Y collective or Pulse report some have been on the road for years. And he sends in those as producers who need to know best: his volunteers.