Kind regards with the Migros join-in initiative campaign

Without volunteers, there would be no club football, no neighborhood help and no cultural meeting places - around 590 million hours of volunteer work are performed every year. A situation analysis commissioned by Migros Culture Percentage from Interface makes it clear that appreciation is important for the well-being of volunteers. This is where the join-in initiative 2026/2027 comes in, which was brought to life with powerful imagery by the Freundliche Grüsse agency. Emotional insights through campaign film The centerpiece of the communication is a film that captures the breadth of volunteering in Switzerland. The footage shows moments of commitment: from visiting people in retirement homes and training on the football pitch to accompanying young people in youth clubs. The film emphasizes the inner drive of the volunteers, thanks those who get involved every day and calls on them to thank someone themselves.

«Thank you, volunteers»: send personal thanks The visibility of daily commitment is central to the join-in initiative. Via the website engagement.migros.ch/thanks-volunteers, you can send a personal thank-you card to a volunteer from your own environment. The postage is paid by Migros Culture Percentage. This not only acknowledges the individual's commitment, but also gives you the chance to win one of 1,000 Migros vouchers worth CHF 50. The campaign will be flanked by local activities: bags of flower seeds will be distributed at selected Migros checkouts across the country - people can access the website via a QR code. Experience community at a thank-you dinner Eating together brings people together - that's why Migros Culture Percentage is giving away a total of 200 thank-you dinners for clubs and organizations to show appreciation for the commitment of their volunteers.

The accompanying campaign focuses on the association as a place of community and invites people to celebrate the commitment that often takes place in the background. The «Volunteering» ideas competition In addition to direct appreciation, the initiative promotes the further development of volunteering. In the ideas competition, associations and organizations can apply for financial support for projects that improve the well-being of their volunteers. 15 projects, which will be determined by public voting from August to September 2026, will receive funding of between CHF 10,000 and CHF 30,000 to implement their ideas. ’Volunteering is the glue that holds our society together. With our Get Involved initiative, we not only want to make this valuable work visible, but also thank volunteers directly for their tireless efforts,’ says Esther Unternährer, Head of the Get Involved initiative at the Society & Culture Directorate at the Federation of Migros Cooperatives.

Responsible at the Society & Culture Directorate of the Federation of Migros Cooperatives: Kerstin Klauser (Head of Society), Esther Unternährer (Head of Participation Initiative), Zoë Kraushaar (Project Manager Participation Initiative), Jessica Schnelle (Head of Social Affairs), Sandro Hodel (Theme and Project Manager Social Affairs), Katrin Gehring (Theme and Project Manager Social Affairs), Barbara Salm (Head of Communication Society) Responsible at Friendly Greetings: Pascal Deville, Samuel Textor, Fabian Biedermann (overall responsibility), Kevin Zysset (art direction), Jaqueline Rufener, David Elmiger (text/concept), Andrea Aegerter (consulting), Pascal Duschletta (agency producer), production: Nebel Productions. Andrea Todaro (director and editor), Davide Marangoni, Alessio di Naro (production), Filippo Delzanno (DOP), Alberto Bandini (grading), Yan Hirshbühl (VFX), Alberto Ladduca (music & SFX).