Invisible need in the middle of Zurich
For the fourth time, the Zurich-based agency Evoq is calling for solidarity with people on the margins of society on behalf of the Sozialwerk Pfarrer Sieber (SWS). The current winter campaign highlights the invisibility of marginalized people and urges people to take notice.
Even though we often don't realize it, for many people living on the margins of our society is a bitter reality. In winter, the nights become a challenge, especially for the homeless. Homeless people are lonely, defenseless - and often invisible. The Sozialwerk Pfarrer Sieber starts at this point and pays special attention to people in need. Being homeless is hard. But it is even worse not to have anyone, or not to be noticed by anyone. This is confirmed by those affected in personal conversations.
Body painting for more attention
The Evoq campaign's leitmotif expresses invisibility in a special way: a man sits on a park bench in the middle of the city, literally blending into the surroundings and unnoticed by numerous passers-by. For the motif, SWS communications manager Walter von Arburg had himself painted from head to toe to become one with the background. The camouflage effect was created by the artist and former world champion in body painting, Melanie Rodel from Bern.
Evoq stages the invisible homeless person in a cross-media campaign. Billboard ads appear at well-frequented public transport stops, spots run on CanalPoste - which is also served with flyers. Ads, digital banner ads and a direct mailing provide the necessary reach and encourage donations. At the same time, a social media campaign is running with short videos, background information and interviews. Evoq has also implemented a completely redesigned website with an integrated donation process for the campaign launch.
"As if I didn't even exist" - Andrea, homeless
In the run-up to Christmas, the theme is given additional fuel on Zurich's streets with black figures and yellow information boards. The "guerrilla" action with hooded SWS employees thus draws attention to the invisibility and anonymity of marginalized people, especially the homeless. Videos and photos that emerge are streamed on social channels. "We look and act from the heart," comments Christoph Zingg, overall director of Sozialwerk Pfarrer Sieber, on the ongoing campaign, adding, "Where are you looking?"
The goal of the campaign, according to SWS communications manager Walter von Arburg, is to make society aware of widespread hardships such as loneliness and mental illness. "Just because you don't see them doesn't make invisible hardships any less bad. On the contrary!" Thanks to the inspiring collaboration with Evoq, von Arburg says the campaign opens the view beyond visible homelessness to the deeper problems of marginalized people.
Responsible at Sozialwerk Pfarrer Sieber: Walter von Arburg (Communications Director), Hansueli Gujer (Fundraising). Responsible at Evoq: Adrian Schaffner (concept, idea), Marta Frieden (campaign design), Martina Hareter (video, editing), Marcel Marty, Beatrice Burkart (programming). Others: Claudia Wehrli (website design), Federico Naef (photography), Melanie Rodel (body painting).
