"In the red" - Friendly greetings raise awareness for Migros Culture Percentage
With its new awareness campaign, «Im Minus,» Migros Culture Percentage is taking a strong stand against social exclusion and structural poverty. Developed by the Zurich-based agency Freundliche Grüsse, the campaign powerfully illustrates that behind every number lies a personal story.
Around 1.4 million people live in Switzerland who are affected by or at risk of poverty. The causes are often complex: job loss, illness, high living costs or family misfortune. Many of those affected withdraw - out of shame, fear or stigmatization. This is precisely where the campaign comes in: It aims to create understanding and break down prejudices.
Focus on people and their budgets
The three central subjects of the campaign show people holding their monthly budget on a piece of paper in front of their face - not to hide, but to bring the issue into focus. The budgets are based on real figures from the work of Caritas and are representative of the more than one million people in Switzerland who live at or below the subsistence level. In the accompanying videos, the faces behind the figures become visible and tell authentic stories about the challenges of everyday life.
Trilingual campaign with a national presence
"Im Minus" will be advertised in three languages (German, French, Italian) in the largest Swiss cities. In addition to posters, in-depth online videos and the campaign website im-minus.ch will attract attention. There, those affected talk about how they got into their situation and what they need to get their feet back on the ground.
A call to look and listen
With "Im Minus", Migros Culture Percentage aims not only to raise awareness, but also to encourage dialog. The aim is to make the reality of poverty visible and raise awareness of social cohesion.
Responsible at the Federation of Migros Cooperatives, Directorate Society & Culture: Kerstin Klauser, Head of Social Affairs and Deputy Head of Management, Jessica Schnelle, Head of Social Affairs, Barbara Salm, Head of Social Affairs Communications, Isabelle Ruckli and Anna Frey, Social Affairs Theme and Project Managers
Responsible at Friendly regards: Fabian Biedermann (overall responsibility), Samuel Textor, Pascal Deville (Creative Direction), Rainer Brenner, Timotheus Überall (Text), Laura Leuenberger (Art Direction), Damian Del Fabbro (Consulting), Pascal Pfohl (Content Production), Sabina Bösch (Photographer), Damien Inderbitzin (Edit)
