Silence is not always golden
Social Advertising: The Foundation Against Racism and Anti-Semitism is launching its second round of efforts against discrimination with a new campaign by Wirz.
Social Advertising The Foundation against Racism and Anti-Semitism is entering the second round of its campaign against discrimination with a new Wirz campaign. 16 cases of verbal racism, just as many right-wing extremist marches and 22 refusals of naturalization: The Foundation against Racism and Anti-Semitism (GRA) is not running out of work. It records all racially motivated incidents in Switzerland and publishes them in a yearbook. A total of 78 incidents have already been recorded this year. There were 118 in 2002 and 120 in the previous year. "The incidents may have become fewer, but the corresponding ideas are still there," says Susanne Alb, Managing Director of the GRA, with conviction. Exclusion, racism and anti-Semitism are on the rise again in our society. At the end of 2001, the foundation launched a campaign designed by Wirz free of charge under the title Together against violence. It aimed to shake up the Swiss population with shocking images and raise awareness of the issue of violence.
In part two of the three-year project, the creatives have completely reinterpreted the visual language. Instead of smashed faces, the Wirz team led by CD Hanspeter Schweizer opted for colorful motifs. Next to the smiling face of a person of color is the question: "What does a black man do with his wife over lunch?" Instead of a funny answer, the sober answer is: "He eats something, just like other people."
Suitable for young people
The unexpected "punchline" is intended to make the viewer aware that racism and anti-Semitism begin in everyday life, according to Schweizer. Just like last year
the campaign just launched to reach the silent majority. Schweizer: "We are not targeting the tellers of Jewish jokes, but those who laugh at them." Within this group, it is mainly young people who are targeted because they still have a certain willingness to rethink their own behavior.
The fact that the campaign, which includes cinema and TV commercials, posters and advertisements, is being launched in the final spurt of the election campaign for seats in the National Council and Council of States is not part of the media strategy: Susanne Alb explains that various adjustments have postponed the launch, which was originally planned for the summer, until the fall. However, the Managing Director is not at all unhappy about the timing.
The GRA campaign is supported by APG, Plakanda, Cinecom and the Swiss Press Association - but also by the Federal Department of Home Affairs. Schweizer confirms that the Department for Racism Issues spontaneously awarded the project a contribution.
Following the topics of violence, racism and anti-Semitism, universal human rights are to be dramatized in the third phase. However, according to Alb, the corresponding implementation is still in its infancy.
Simone Keller
In part two of the three-year project, the creatives have completely reinterpreted the visual language. Instead of smashed faces, the Wirz team led by CD Hanspeter Schweizer opted for colorful motifs. Next to the smiling face of a person of color is the question: "What does a black man do with his wife over lunch?" Instead of a funny answer, the sober answer is: "He eats something, just like other people."
Suitable for young people
The unexpected "punchline" is intended to make the viewer aware that racism and anti-Semitism begin in everyday life, according to Schweizer. Just like last year
the campaign just launched to reach the silent majority. Schweizer: "We are not targeting the tellers of Jewish jokes, but those who laugh at them." Within this group, it is mainly young people who are targeted because they still have a certain willingness to rethink their own behavior.
The fact that the campaign, which includes cinema and TV commercials, posters and advertisements, is being launched in the final spurt of the election campaign for seats in the National Council and Council of States is not part of the media strategy: Susanne Alb explains that various adjustments have postponed the launch, which was originally planned for the summer, until the fall. However, the Managing Director is not at all unhappy about the timing.
The GRA campaign is supported by APG, Plakanda, Cinecom and the Swiss Press Association - but also by the Federal Department of Home Affairs. Schweizer confirms that the Department for Racism Issues spontaneously awarded the project a contribution.
Following the topics of violence, racism and anti-Semitism, universal human rights are to be dramatized in the third phase. However, according to Alb, the corresponding implementation is still in its infancy.
Simone Keller
