DSI opponents invested 2.8 million francs
According to Media Focus, the “No” camp spent twice as much as the initiative’s proponents on the enforcement initiative. Nevertheless, it was a relatively inexpensive campaign.
A total of 4.2 million gross advertising francs are said to have been spent on advertising in connection with the enforcement initiative (DSI), writes the Sonntagszeitung, referring to figures from Media Focus. CHF 2.8 million from the No camp, CHF 1.5 million from the supporters' coffers.
This expenditure is relatively low. For example, CHF 5.7 million was spent on the Gotthard tunnel referendum, which took place at the same time. A total of CHF 10.1 million was mobilized for the mass immigration initiative - the most expensive referendum campaign of the last five years. Over 70 percent of this was spent by the opponents, who were nevertheless unable to prevent the initiative from being adopted.
The overview published by the Sonntagszeitung and based on Media Focus figures shows that traditional political advertising does not seem to be enough to mobilize voters, let alone win votes. For example, the initiative to revise the Unemployment Insurance Act only attracted 35.9% of voters to the polls - even though more money was invested than in the DSI, which mobilized a sensational 63.1% of voters. In the case of other initiatives such as 1:12, inheritance tax or a single health insurance fund, the proponents achieved impressive results, although the opponents were overwhelmingly outspent. Just as important as advertising and financial resources appear to be factors such as how concerned citizens are, private commitment in everyday life and in the social media. (hae/SaS)
