With the outbreak of the corona pandemic, the Swiss population had to change their way of life overnight and learn to forego freedoms that were previously taken for granted. With the campaign “Switzerland is learning …”, Caritas Switzerland wants to point out that there are people in Switzerland whose realities were already characterized by fears, renunciation and social isolation before the pandemic – and their precarious situation is widened by Corona tightened.
Poverty in rich Switzerland is still taboo. Those affected suffer from stigmatization and discrimination, because it is not uncommon for them to be accused of being at fault and being indolent. It is no coincidence that Caritas Switzerland is now making this difficult topic public: Corona is drastically worsening poverty in Switzerland. Suddenly each of us knows someone who has lost his job due to the tough measures or who can barely survive with the short-time work allowance.
But if you haven’t been bedded in roses before, the crisis threatens to break your neck – if it weren’t for Caritas, which cushions the existential pressure with its versatile assistance such as financial bridging aid, Caritas markets or social and debt counseling.
With the implementation, the agency One Marketing succeeded in surprisingly, emotionally and topically, bridging the gap between the protective measures imposed by the BAG and the burden of people affected by poverty in Switzerland, according to the announcement. How difficult is it for Lars to forego major events if he couldn’t have afforded a ticket anyway? And what can the minimum distance still harm Roberto, whose friends distanced themselves from him a long time ago?
In order to protect the personalities of those affected by poverty, the agency deliberately used the Getty Images image database for the portraits. They are representative of the more than 1.2 million people in Switzerland who were living on the subsistence level before the coronavirus and who do not want to reveal their identity because of the painful stigmatization.
The campaign “Switzerland is learning …” is intended to shake people up, call for solidarity and generate donations for the fight against poverty in Switzerland. In order to bundle the advertising material of the non-profit organization, the out-of-home measures concentrate on commuter traffic in the metropolitan areas of Basel, Bern, Geneva, Lausanne, Lucerne and Zurich. The campaign starts on November 30th and runs until December 20th, 2020.
«We were immediately enthusiastic about the One Marketing concept. The campaign picks up the viewers from their own experiences and puts them in relation to the everyday needs of people affected by poverty in Switzerland ”, Reto Urech, Head of Fundraising and Marketing Department at Caritas Switzerland, is quoted as saying.
EBoards, ePanels, public transport screens, tram trailers, mailings, advertisements, display ads and social media are used.
Responsible at Caritas Switzerland: Elisabeth Karagiannis, Reto Urech, Stefan Gribi, Nicole Lehnherr; responsible at One Marketing: Ruth Wagner, Stephanie Ramseier (pd / wid)