GET GSCHIDO Campaign: Yeas Turns a Knowledge Gap into a Concept

GET GSCHIDO Campaign: Yeas Turns the Tables

The Chur-based advertising agency Yeas developed the «GET GSCHIDO» campaign for the St. Gallen Office of Vocational Education and Training. Instead of listing the benefits of advanced vocational education, the campaign focuses on exactly what is often missing: knowledge about it. With social media Reels and an online quiz on the platform gschido.ch It is aimed at young adults who know little about their opportunities for continuing vocational education—even though higher vocational education offers attractive career and development prospects.

Genuine reactions instead of advertising messages

To carry out the project, Yeas surveyed passersby between the ages of 18 and 30 in St. Gallen about terms, degrees, and continuing education opportunities in higher vocational education. The responses ranged from uncertainty to confusion, thereby confirming the campaign’s central finding: Many people are simply unaware of the opportunities and benefits of advanced vocational education and training. These genuine reactions form the content foundation of the Reels—rather than staged advertising messages.

Attention Turns into Interaction

The call to action «Did you know?» leads viewers directly to gschido.ch. There, users can test their knowledge in a job-specific quiz, and at the same time get an overview of the continuing education opportunities offered by the Higher Vocational Education system in Eastern Switzerland. The platform combines engagement with an accessible introduction to the topic.

The gschido fox to go

The GET GSCHIDO campaign is complemented by an eye-catching folded flyer. On one side, it presents the key facts and benefits of advanced vocational education; on the other, it unfolds into a poster featuring the campaign’s «gschido» fox motif. The bold colors, eye-catching design, and unusual format ensure that the flyer doesn’t come across as a traditional informational flyer, but is instead perceived as an integral part of the campaign.

Education Without Preaching

The campaign deliberately avoids traditional educational communication. Instead of a flood of information, jargon, or lecturing, it focuses on curiosity, self-reflection, and a playful approach. The message behind it is simple: If you want to get ahead, you should first know what paths are even open to you.

The campaign case study is available at yeas.ch/work/get-gschido/.

Responsible at Yeas: Project Management, Concept Development – Shirin Luchsinger; Art Direction, Design – Dominik Kurmann

Contact person at the St. Gallen Office of Vocational Training: Client