"The answer" for Economiesuisse and partners: campaign on the "Swiss success model"
With their new campaign, «Switzerland: A Model of Success,» economiesuisse and more than 50 partner associations aim to raise public awareness of the country’s economic success. Although Switzerland is a leader in many areas, its prosperity is increasingly taken for granted, according to the campaign’s organizers.
The campaign emphasizes the close link between economic performance and social prosperity. It shows that freedom, personal responsibility and public spirit are central values on which Switzerland's success is based - and that companies contribute significantly to the functioning of the state through jobs, training and taxes.
The campaign was designed and implemented by the Zurich agency Die Antwort, which won the contract in a multi-stage pitch. The communication is designed in several phases: In the first phase, people throughout Switzerland were asked for their personal "WOW" for Switzerland - over a thousand responses were received, ranging from nature and democracy to individual stories.
These personal voices formed the basis for the second phase of the campaign, in which the "WOW" moments were made visible on posters, online banners and social media formats. The focus was on the togetherness and diversity of the population, not institutions or organizations.
The main campaign has been running since September. It formulates in clear, concise chain sentences how closely economic strength and quality of life are linked - from the workplace to healthcare and leisure activities. The message: "We are doing well when our economy is doing well."
The measures are broad-based and combine traditional outdoor advertising with digital formats. In addition to nationwide posters and billboards, digital ads and a landing page (www.wir-die-schweiz.ch), which takes an in-depth look at the background and case studies.
With emotional visuals and direct language, the campaign aims to make it clear that prosperity and social security can only exist where the economic framework conditions are right - and that the Swiss model of success cannot be taken for granted.
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