The Deutsche Börse Group with its head office in Frankfurt is an anchor for stability and fairness. As a regulated organization it is more secured than a bank. This, and the responsibility that the Deutsche Börse Group assumes for the development of the financial sector were to be addressed in a campaign. We have complemented the media buzzwords with terms that proof that the stock exchange is not part of the problem, but part of the solution. The campaign appeared in advertisements, posters, digital media at all major European financial centers.