What does the image of Switzerland of the future look like?

Swisscom is donating the 20,000-franc prize money from the 2014 GFM Marketing Award to support research and development into Switzerland's future image. The project is being implemented in collaboration with Rod Kommunikation.

Editorial - October 28, 2014

Green meadows, impressive mountains, lively cities, living traditions. Anyone who Googles "Switzerland" today is presented with Switzerland as a country with a razor-sharp profile that portrays many clichés. Advertising in particular often and gladly makes use of these clichés to say "Switzerland".

But Switzerland is becoming ever more complex, diverse and dynamic - the country continues to change organically. What does the image of Switzerland of the future look like? What are people's opinions and hopes about it? Which image of the future of Switzerland has the power to motivate people and give them joy and energy? This is a question that Swisscom would like to explore.

To this end, Swisscom is donating the prize money of 20'000 francs from the 2014 GFM Marketing Prize to research and develop the future image of Switzerland, the company said in a statement. In collaboration with Rod Kommunikation, people from all over Switzerland were invited to share what their Switzerland of the future looks like.

A number of people have already taken part - including many Swisscom employees. On the website My-switzerland-of-the-future.ch their opinions are presented in words and pictures. The statements of the participants are aggregated in a cloud, which displays the most frequently mentioned terms in real time. The project continues to grow with each statement. The survey results form the starting signal and thus the basis for conceptual work on the image of Switzerland of the future.