Yellow is looking for volunteers for Pro Senectute Canton Zurich
In partnership with Yellow, Pro Senectute Canton Zurich aims to recruit more volunteers. Using the communication strategy «Maintaining Self-Determination,» the Basel-based agency developed a cross-media campaign that shows how support for older adults in their daily lives helps them maintain their autonomy.
Pro Senectute Canton Zurich offers a wide range of services in the areas of pensions, meetings, administration and care. Around 300 employees and 2,800 volunteers provide this service in the canton of Zurich.
The Swiss population is getting older and older, which means that the need for selective support for senior citizens is also increasing. The foundation is responding to this development with a targeted campaign that draws attention to the many opportunities for volunteering. On behalf of the organization, Yellow worked on a campaign to motivate people aged forty to sixty and over to get involved.
Based on studies and the experience of Pro Senectute Canton Zurich, the agency recognized that self-determination is the primary goal for the target group in their own old age. From this, Yellow developed the central idea and focused on the many opportunities for volunteering. The subjects show senior citizens formulating specific tasks for which they need support. The portraits are full of character and convey respect and equality rather than neediness. In this way, the campaign raises awareness for a self-determined life in old age and shows potential volunteers how diverse and effective volunteering can be.
The cross-media volunteer campaign can be seen in local newspapers and online via geotargeting in the Zurich area.
Responsible at Pro Senectute Canton Zurich: Monica Flückiger (Head of Marketing and Communication). Agency: Yellow. Media: Sir Mary.
