Safari in the Swiss bush
South Africa On the occasion of the 10th anniversary of democracy, a full information package is being put together in Switzerland.
South Africa On the occasion of the 10th anniversary of democracy, a full information package is being put together in Switzerland.
With the first democratic elections in 1994 at the latest, the "book of apartheid" was finally sealed in South Africa. On April 27 of this year, the young republic celebrates its tenth birthday. However, it did not seem appropriate for Nozipho January-Bardill to simply celebrate with an aperitif. The South African ambassador in Bern is taking the anniversary as an opportunity to deepen relations between Switzerland and South Africa. The South African embassy has entrusted the agency Aidentity Marketing and Communication with the conception and implementation of the extensive package of measures. As the scope of the project would have exceeded the resources of the small agency, the Bern-based firm sought support from its colleagues at the Virus Ideenlabor agency in Biel. The Virus team is primarily responsible for the visual implementation of the public campaign.
The result is testimonial posters and advertisements in which South Africans of all stripes pose for peace, freedom, dialog and, of course, democracy. The key visual is a flower that only exists in South Africa. However, this fact is only one aspect, says campaign manager Alex Milosevic from Aidentity. He adds: "For us, the flower as such stands for love, togetherness, but also for growth and development."
Promote direct contacts
However, these traditional advertising materials should only form part of the overall campaign. For the ambassador, personal dialog is the best way to break down stereotypes. The projects developed should therefore promote direct contact with the population. In addition to various guest appearances at trade fairs, events, museums and festivals, "A Safari in Switzerland" forms the heart of the campaign. To this end, Switzerland will be divided into nine regions, corresponding to the nine South African provinces. Groups of eleven people - corresponding to the eleven national languages - will go on the hunt in these regions. Their "safari" will take the South African delegations to the Bischofszell canning factory, for example, or to the Migros shelves. What they experience will be documented by an author and a photographer and later published in book form.
More than just an acquisition tool
Milosevic rejects the idea that the campaign is aimed at attracting Swiss tourists or investors, and January-Bardill says it is clearly a "people-to-people campaign". The primary aim is to celebrate ten years of freedom and express how the people of South Africa feel about "being ten years old". Switzerland, which is almost a grandmother to South Africa in democratic terms, could also learn something from the "child".
Another motivation, according to the ambassador, is to thank Switzerland and its people for their commitment and solidarity in times of oppression and in times of reconstruction. When asked about the controversial role of Swiss companies during the apartheid regime, January-Bardill replied: "In connection with the anniversary, we would like to look back on the positive aspects of our development over the last ten years." South Africa has also taken responsibility for its past. If the Swiss feel that there are still dark chapters in their country, then they should look back and find a way to deal with them. Nevertheless, the association with the past cannot be completely avoided when you look at the list of sponsors of the campaign
companies such as Credit Suisse, Nestlé, Novartis, Schindler and UBS. According to Milosevic, around 80 percent of the project costs are covered by contributions from more than 30 Swiss companies.
Although the South African government encouraged all ambassadors to celebrate the 10th anniversary of the republic, the scope of the measures in Switzerland is unique. The actual anniversary culminates on April 27th with Freedom Day. However, the various activities are spread throughout the year. The event kicked off in mid-January with the Bern Holiday Fair, at which South Africa was represented as the guest country.
Anniversary campaign: South African people pose for peace, freedom, dialog and - of course - democracy.
Simone Keller
With the first democratic elections in 1994 at the latest, the "book of apartheid" was finally sealed in South Africa. On April 27 of this year, the young republic celebrates its tenth birthday. However, it did not seem appropriate for Nozipho January-Bardill to simply celebrate with an aperitif. The South African ambassador in Bern is taking the anniversary as an opportunity to deepen relations between Switzerland and South Africa. The South African embassy has entrusted the agency Aidentity Marketing and Communication with the conception and implementation of the extensive package of measures. As the scope of the project would have exceeded the resources of the small agency, the Bern-based firm sought support from its colleagues at the Virus Ideenlabor agency in Biel. The Virus team is primarily responsible for the visual implementation of the public campaign.
The result is testimonial posters and advertisements in which South Africans of all stripes pose for peace, freedom, dialog and, of course, democracy. The key visual is a flower that only exists in South Africa. However, this fact is only one aspect, says campaign manager Alex Milosevic from Aidentity. He adds: "For us, the flower as such stands for love, togetherness, but also for growth and development."
Promote direct contacts
However, these traditional advertising materials should only form part of the overall campaign. For the ambassador, personal dialog is the best way to break down stereotypes. The projects developed should therefore promote direct contact with the population. In addition to various guest appearances at trade fairs, events, museums and festivals, "A Safari in Switzerland" forms the heart of the campaign. To this end, Switzerland will be divided into nine regions, corresponding to the nine South African provinces. Groups of eleven people - corresponding to the eleven national languages - will go on the hunt in these regions. Their "safari" will take the South African delegations to the Bischofszell canning factory, for example, or to the Migros shelves. What they experience will be documented by an author and a photographer and later published in book form.
More than just an acquisition tool
Milosevic rejects the idea that the campaign is aimed at attracting Swiss tourists or investors, and January-Bardill says it is clearly a "people-to-people campaign". The primary aim is to celebrate ten years of freedom and express how the people of South Africa feel about "being ten years old". Switzerland, which is almost a grandmother to South Africa in democratic terms, could also learn something from the "child".
Another motivation, according to the ambassador, is to thank Switzerland and its people for their commitment and solidarity in times of oppression and in times of reconstruction. When asked about the controversial role of Swiss companies during the apartheid regime, January-Bardill replied: "In connection with the anniversary, we would like to look back on the positive aspects of our development over the last ten years." South Africa has also taken responsibility for its past. If the Swiss feel that there are still dark chapters in their country, then they should look back and find a way to deal with them. Nevertheless, the association with the past cannot be completely avoided when you look at the list of sponsors of the campaign
companies such as Credit Suisse, Nestlé, Novartis, Schindler and UBS. According to Milosevic, around 80 percent of the project costs are covered by contributions from more than 30 Swiss companies.
Although the South African government encouraged all ambassadors to celebrate the 10th anniversary of the republic, the scope of the measures in Switzerland is unique. The actual anniversary culminates on April 27th with Freedom Day. However, the various activities are spread throughout the year. The event kicked off in mid-January with the Bern Holiday Fair, at which South Africa was represented as the guest country.
Anniversary campaign: South African people pose for peace, freedom, dialog and - of course - democracy.
Simone Keller
