The cross with humanity
Social Advertising Agentur01 wants to draw attention to World Red Cross Day with a low-budget spot.
Social Advertising Agentur01 wants to draw attention to World Red Cross Day with a low-budget spot.
May 8, the birthday of Red Cross founder Henri Dunant, was World Red Cross Day. This year - one year after its 175th anniversary - Switzerland's oldest and largest aid organization has once again used this special day and the current geopolitical situation as an opportunity to launch an awareness-raising campaign. six months ago, the national management decided on the motto "For more humanity" and commissioned Berner Agentur01 to design and implement it. The fact that the SRC campaign fits in with the current discussion about tightening the asylum law as well as the tax bill is coincidental, explains Beat Wagner, Head of Communications at the SRC. "We wanted to show how large the population groups in Switzerland are that are dependent on help," says Wagner.
In an unobtrusive way, the aid organization keeps a record of the weakest members of our society and thus provides proof of its importance: "In Switzerland, there are 50,000 refugees, 100,000 single parents, 250,000 working poor and 300,000 people over the age of eighty."
Attention thanks to silence As the SRC's budget is modest and the aim was to achieve a wide reach in a short space of time, a low-budget spot was chosen. Thanks to special conditions, it was broadcast on SRG stations, sometimes at prime time. CD Urs Bänninger and AD Brigitte Ziehli chose a simple graphic realization without sound. "The silence makes the commercial stand out within the commercial break, which is packed with jingles and soundtracks," says Bänninger. The idea is simple and is intended not only to remind people of the origin of the Red Cross emblem - it is the reverse of our national flag - but also of the humanitarian values of its country of origin.
The spot was flanked by mailings from the cantonal associations and PR campaigns. In addition, public transportation and public places in various Swiss cities have been flagged with Red Cross flags.
Donations flow satisfactorily, but less than in top years The Swiss Red Cross was pleased with the increase in donations received in its anniversary year 2003 despite the difficult economic situation. Compared to the previous year, these rose by nine percent to 19.4 million francs. But appearances can be deceptive, says SRC Head of Communications Beat Wagner. The amount corresponds to a long-term average and not that of the top donation year 2001. 2002 already saw donations fall again by around a third. Factors that cannot be influenced, such as inheritances or natural disasters that trigger great solidarity, have a much greater impact on the annual donation total than an anniversary. (la)
Direct message: The commercial draws attention to the fact that help is also needed in Switzerland.
Luca Aloisi
May 8, the birthday of Red Cross founder Henri Dunant, was World Red Cross Day. This year - one year after its 175th anniversary - Switzerland's oldest and largest aid organization has once again used this special day and the current geopolitical situation as an opportunity to launch an awareness-raising campaign. six months ago, the national management decided on the motto "For more humanity" and commissioned Berner Agentur01 to design and implement it. The fact that the SRC campaign fits in with the current discussion about tightening the asylum law as well as the tax bill is coincidental, explains Beat Wagner, Head of Communications at the SRC. "We wanted to show how large the population groups in Switzerland are that are dependent on help," says Wagner.
In an unobtrusive way, the aid organization keeps a record of the weakest members of our society and thus provides proof of its importance: "In Switzerland, there are 50,000 refugees, 100,000 single parents, 250,000 working poor and 300,000 people over the age of eighty."
Attention thanks to silence As the SRC's budget is modest and the aim was to achieve a wide reach in a short space of time, a low-budget spot was chosen. Thanks to special conditions, it was broadcast on SRG stations, sometimes at prime time. CD Urs Bänninger and AD Brigitte Ziehli chose a simple graphic realization without sound. "The silence makes the commercial stand out within the commercial break, which is packed with jingles and soundtracks," says Bänninger. The idea is simple and is intended not only to remind people of the origin of the Red Cross emblem - it is the reverse of our national flag - but also of the humanitarian values of its country of origin.
The spot was flanked by mailings from the cantonal associations and PR campaigns. In addition, public transportation and public places in various Swiss cities have been flagged with Red Cross flags.
Donations flow satisfactorily, but less than in top years The Swiss Red Cross was pleased with the increase in donations received in its anniversary year 2003 despite the difficult economic situation. Compared to the previous year, these rose by nine percent to 19.4 million francs. But appearances can be deceptive, says SRC Head of Communications Beat Wagner. The amount corresponds to a long-term average and not that of the top donation year 2001. 2002 already saw donations fall again by around a third. Factors that cannot be influenced, such as inheritances or natural disasters that trigger great solidarity, have a much greater impact on the annual donation total than an anniversary. (la)
Direct message: The commercial draws attention to the fact that help is also needed in Switzerland.
Luca Aloisi
