Once again, but now with humor
Partner & Partner is streamlining the City of Zurich's communication style
Partner & Partner cleans up the communication language of the city of ZurichThe Zurich City Council has commissioned the police department and the civil engineering and waste disposal department to extend a project launched last year on the lakeside promenade to improve security and order to the city districts 1, 4 and 5 as well as to the center of Oerlikon. The new project is based on three pillars: optimizing infrastructure, communicating and enforcing adopted measures, and increasing objective safety and the subjective feeling of safety through police presence. In addition, the diverse experiences gathered on the lakeside promenade are to be implemented.
Lessons seem to have been learned, for example, from an information campaign that gave rise to discussion because it used a verbal crowbar to attack "delinquent" visitors to the lakeside promenade. For example, the headline of a subject intended to dissuade people from urinating in the open was harsh: "Piss off!"
Linguistically like a
Reverse glove
In the meantime, the city has found a more didactically effective language that does not give it the stamp of a curmudgeon: In the current campaign, the concerns are conveyed with humor, as shown, for example, by the headline "Only pee on the wall when there is a urinal".
"The results confirm that it was right how we talked in the lake promenade appearance", says Benno Maggi, owner of the Winterthur advertising agency Partner & Partner, which had conceived the contentious appearance and advised the city again this year in terms of communication.
The advertiser does not want the changed tone of the new appearance to be understood in the sense of a change of mood, but rather justifies it with the fact that "the people who frequent the city are no longer the same as those on the lake promenade".
The campaign is flanked by numerous activities. At the Sechseläuten, for example, a "waste guild" made up of men and women marching at the end of the procession set an example for a clean city. Ernst Weber
Lessons seem to have been learned, for example, from an information campaign that gave rise to discussion because it used a verbal crowbar to attack "delinquent" visitors to the lakeside promenade. For example, the headline of a subject intended to dissuade people from urinating in the open was harsh: "Piss off!"
Linguistically like a
Reverse glove
In the meantime, the city has found a more didactically effective language that does not give it the stamp of a curmudgeon: In the current campaign, the concerns are conveyed with humor, as shown, for example, by the headline "Only pee on the wall when there is a urinal".
"The results confirm that it was right how we talked in the lake promenade appearance", says Benno Maggi, owner of the Winterthur advertising agency Partner & Partner, which had conceived the contentious appearance and advised the city again this year in terms of communication.
The advertiser does not want the changed tone of the new appearance to be understood in the sense of a change of mood, but rather justifies it with the fact that "the people who frequent the city are no longer the same as those on the lake promenade".
The campaign is flanked by numerous activities. At the Sechseläuten, for example, a "waste guild" made up of men and women marching at the end of the procession set an example for a clean city. Ernst Weber
