All #Rhylaxed -Respect and consideration on the Rhine bank
#Rhylax is the new campaign launched by the Canton of Basel-Stadt to promote respect and consideration along the banks of the Rhine. The Basel-based agency Schwindl Schär conceived the campaign and brought it to life through posters and social media.
Mutual respect and consideration on the banks of the Rhine are a much discussed topic every summer. The place invites the population to enjoy, sunbathe, swim, barbecue and relax. This, on the other hand, only works satisfactorily for everyone if awareness and interaction with the place and other people are right.
The Basel agency Schwindl Schär has been awarded the contract to redesign the former "Respect" posters and is approaching the topic in a different way than before. The canton is now inviting active dialog on social media. On the Facebook page Rhylax and on Instagram using the hashtag #Rhylax, all stakeholders can exchange ideas - visitors, walkers, residents and also the administration and the Buvettes.
The hashtag is propagated via an active social media strategy. However, the posters on the banks of the Rhine will continue to be used. Like the entire campaign, they focus on bids instead of bans.
This approach should lead to a higher identification with the topic and can also support civil courage, among other things. The aim is to jointly develop an understanding of how to be considerate on the Rhine bank.
Measures: Facebook site, Instagram page, posters, promo campaign.
Responsible at the Cantonal and Urban Development of the Canton of Basel-Stadt: Michelle Bachmann. Responsible at Schwindl Schär: Michael Schär (concept, consulting, project management), Philip Schwindl (concept, design), Raphael Guldimann/Onlinekarma (social media implementation).
