Bern, Lucerne and Zurich show discrimination and sexism the red card
«schaut hin» is launching a new campaign to mark the Women's European Soccer Championship, focusing on both content and form.
The cities of Bern, Lucerne and Zurich are launching an awareness-raising campaign to mark the 2025 European Women's Football Championship. The five advertising subjects created by the creative agency Inhalt und Form play the ball to the viewer and encourage them to take courageous action in the event of sexist assaults, queer hostility and discrimination using football-related headlines. Under the motto "Show civil courage and act", they are encouraged to take active action against assaults and hostility they have observed or experienced and to report them.
With the "schaut hin" projects, the three cities are working together to highlight border crossings that are part of everyday life for many people, especially women and people who do not conform to normative gender expectations. Because discrimination and sexism have no place in our society. Not even on and off the football pitch.
The campaign will be used from July 2 during the European Women's Football Championship in Bern, Lucerne and Zurich and will be seen in the form of posters, DOOH, display ads, on social media and in various fan zones.
Responsible at the City of Zurich, City of Bern, City of Lucerne Dayana Mordasini (Delegate for Neighborhood Safety, City of Zurich), Naomi Chinasa Bögli (Project Manager, Office for Gender Equality, City of Zurich), Amber Lingg (Project Manager, Bern schaut hin until the end of March 2025), Christoph Gosteli (Project Manager, Bern schaut hin), Lena Greber (Co-Head of the Office for Gender Equality, City of Lucerne); Responsible for content and form Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), David Hugentobler (Creative Director), Caroline Minar (Senior Art Director), Mato Bilic (Motion Design), Daniel Belser (Media Publishing), Stefanie Hager (Consultant & Junior Strategist).
