Around one-third of 15- to 29-year-olds, 34 percent, use social media to form their opinions, according to the Media Monitor. This is more than in 2018. Social media have more influence on the opinions of younger people than radio (21%), journalistic online media (18%), print (16%) and television (11%).

Media attract less

The picture differs in the individual language regions: In French-speaking Switzerland, 45 percent of young adults base their opinions on posts from the Facebook, Twitter, Instagram and YouTube brands covered in the survey. In German-speaking Switzerland, on the other hand, the figure is only 30 percent, and 35 percent in the Italian-speaking parts of the country.
Journalistic online offerings, on the other hand, attracted fewer under-29s in 2019 than in the previous year; their potential fell from 20 to 18 percent. The exception here is Italian-speaking Switzerland, where online offerings increased from 14 to 22 percent.

However, there is a blurring of the distinction within the online sector. This is because traditional media also use social media to bring content to readers. Conversely, according to the Monitor, it is uncertain whether what is read on these channels is associated with a media brand.

TV remains the most opinionated genre for the time being

Across all age groups and nationwide, the picture is different than among young adults. Television is most important for forming opinions, with a potential of 28 percent. This is followed by radio (22%), printed newspapers (20%), journalistic online offerings (17%) and - in last place - social media with 13 percent.

While the influence of Facebook or Twitter on opinions in the country tends to become greater in the period from 2017 to 2019, the potential of journalistic media tends to decline, whether online, electronic or printed.

The market position and opinion power of individual media were also examined. According to the study, 20 Minuten has the greatest opinion power nationwide and in all age groups, but is also the most widespread. It is followed by SRF 1 television and then Facebook, YouTube and German-language radio SRF 1 with similar shares.

Limited use of potential

The strong position of Facebook and YouTube is primarily due to their high reach, according to the study. When it comes to qualitative performance, however, they are at the bottom of the rankings. Despite their excellent starting position in the market, they can only realize their opinion-forming potential to a very limited extent, it says.

According to the Monitor, the German channels ARD and ZDF have roughly the same opinion power in Switzerland as the Tages-AnzeigerThe Swiss radio and television stations Srf.ch, SRF Info and RTS 1 in French-speaking Switzerland all have roughly the same market power on a national scale.

According to Bakom, the population still has enough different media at its disposal to cover its information needs from several sources. However, the authors of the study say that it is "not very welcome" that the content diversity of national information is becoming smaller due to the merging of editorial offices. (SDA/swi)

The feature film industry is leading the way: It has already been actively addressing the issue since 2015, festivals keep statistics on gender ratios and try to strive for a balanced ratio between male and female directors. Things still look different for the advertising industry: No more than two female directors have been on the shortlist at EDI awards ceremonies. The film tannery now wants to take active steps against this and has made an official diversity pledge in a one-pager.

"Unconscious prejudices against women are omnipresent. Active questioning counters these prejudices. New voices from women* and underrepresented groups in society help to break through boring stereotypes and old familiar thought patterns and promote creativity," says Producer and SWAN Association Board Member Azra Djurdjevic, explaining the motivations.

The "Devil's Stone" was presented to the food director of the retailer on Tuesday in front of the Manor headquarters in Basel. The "Berg" mineral water from the "Eaux du monde" drinks range was the deciding factor in the award, according to the Alpine Initiative association.

The water from melted glacial ice from Greenland has to be transported over a distance of 9600 kilometers to reach the shelves of Manor. This emits more CO2 than the weight of the product itself, according to those responsible for the campaign. In addition, the production of the mineral water seems "particularly cynical" in view of the melting polar ice caps.
According to a communiqué from the Alpine Initiative, Manor has promised to remove the criticized mineral water from its range. This is not the first time that the retailer has been confronted with criticism of the products in the "Eaux du monde" range.

"Rock crystal" for "Culinary Autumn"

The Alpine Initiative selected the "Culinary Autumn" project from Graubünden for the "Mountain Crystal" award, which has a positive connotation. The initiative to promote regional cuisine is a campaign by Alpinavera and Gastro Graubünden in collaboration with the gastronomy associations of the cantons of Glarus and Uri.

With their awards, the Alpine initiators want to draw attention to positive and negative examples of transport routes for goods. Three examples each were nominated and put to the vote. According to the initiators, over 5900 people took part in the vote this year. (SDA)

The situation was uncertain in spring as to when and how people would be allowed to travel and use the mountain railroads again. But if they are able to travel again, they should head for Zermatt as their destination, according to ZBAG's instructions to the ASW agency.

The communication objective of the campaign was clearly defined: To awaken a longing and desire for the mountain world, a "We're here for you again!" in a friendly, emotional and humorous tone. The coronavirus was not to be overemphasized and the campaign was to be imbued with a positive spirit of optimism. The result was "Happy Again" with the message that, after a period of abstinence and restriction, we can now enjoy and be happy again.

Happy again after a long time

The variety of offers in Zermatt was structured and edited to suit the target group. Dramaturgically, the clips are each structured in two scenes. An unsatisfactory initial situation, which is humorously exaggerated, and the moment of returning happiness in Zermatt. As the clip series runs well beyond the lockdown, only the first of five clips relates to this time in spring.

The Swiss musician Nickless, who contributed a song of the same name to the Happy Again campaign, was recruited as a suitable musical multiplier. The singer even appears as the protagonist in a campaign clip. The consistent structure and high recognition of the clips should allow broad opportunities for further development, far beyond the summer and fall seasons.

The Swiss Council for Accident Prevention (BFU) conducts research and provides advice to reduce the number of accidents in Switzerland. It has had a public mandate for this task since 1938.

Until now, the public has known the BFU primarily as a competence center for road traffic accident prevention.
However, in recent years, sport and exercise in leisure time have become much more important. The downside of this actually positive development: There are now significantly more serious accidents in sport than on the roads.

That's why the BFU is staying on the ball in sport too, offering well-founded, easy-to-apply prevention tips for all popular sports. In order to raise awareness, the BFU decided to work with Ruf Lanz after a comprehensive agency screening and a strategy workshop.

According to Franziska Hartmann, head of the BFU sports campaign, the decisive factor for Ruf Lanz was "the agency's strategic and creative expertise as well as its many years of proven performance - especially in the field of prevention."

Campaign with seatbelt analogy

The result is a campaign that surprisingly spans the arc from the BFU's expertise in road traffic to sport. As a central idea, the safety belt was transferred from the car to the world of sport: with the specially created BFU sports bag. As soon as sportsmen and women put the bag around their necks, they appear to be wearing a safety belt.

The three-year concept was launched on Monday with a nationwide poster display. Six team and individual sports with a high accident potential were defined and presented in a striking photographic style.

In addition to the broad display, the posters will be placed selectively in the vicinity of sports facilities, football pitches, ski resorts, fitness centers, etc. and adapted for social media. Further measures are already being planned for 2021.

Sunday's vote on the Hunting Act decided the fate of Swiss wildlife such as lynx, beaver, brown hare and woodcock. Animals with which most of the millions of voters have never had direct contact. According to WWF Switzerland, it was high time to change this.

On behalf of the organization, a social media campaign was developed in which director Benjamin Weiss and conceptual designer Adrian Schräder let the animals themselves have their say. In four films, they express themselves in thought language about their situation and ask to protect them.

"I'm just a stupid snipe," says the woodcock, for example, to whom the Zurich rap legend Tinguely dä Chnächt lends his voice, and continues: "But don't protect me because of that? Do you have a bird? - Maybe soon no more."

The videos were used during the hot voting phase on Facebook, Instagram, Youtube and Linkedin and found prominent supporters such as the musicians Dabu Fantastic, Dodo and Greis, model and activist Tamy Glauser or the politicians Bastien Girod and Min Li Marti.

The members of Digital Switzerland pursue the common goal of strengthening Switzerland as the leading location for digital innovation in various areas. To achieve this, the country must drive forward the digital transformation with vigor in order to remain one of the most innovative countries in the world in the future and maintain its attractiveness as a business location.

As one of the top 10 software companies in the world, Siemens now wants to take on a pioneering role in digitization. Matthias Rebellius, country head of Siemens Switzerland and global CEO of Siemens Smart Infrastructure, based in Zug, as of October 1, 2020, says: "To drive digitization in the country and strengthen Switzerland's leading international position, the collaboration of key stakeholders is crucial. That is why we are committed to Digital Switzerland out of conviction and contribute our technological expertise. For example, in the areas of Internet of Things, cybersecurity, artificial intelligence, digital enterprise or smart infrastructure."

Through collaboration and co-creation, the members of Digital Switzerland develop new ways to meet the nation's challenges with digital solutions. Siemens Switzerland is actively involved in various working groups, such as the "Smart Building", "Swiss Digital Infrastructure" and "Lifelong Learning" projects.

SRG expects commercial revenues to be around CHF 65 million lower than last year, it announced on Tuesday. The Corona crisis has accelerated the trends of declining advertising revenues and increased, digital media use, it said.

A new savings plan of 50 million Swiss francs is therefore to be implemented from 2021 to 2024. Across the company, around 250 of the current 5,500 full-time jobs are expected to be cut.

The areas in which the jobs will be cut have not yet been determined. The enterprise units in SRG's four language regions will implement and communicate appropriate measures in the coming weeks, an SRG spokesperson told the Keystone-SDA news agency in response to an inquiry.

Layoffs unavoidable

The job cuts are to be made mainly through natural attrition. However, redundancies cannot be avoided. In consultation with the social partners, SRG is providing for special accompanying measures such as retraining or early retirement in addition to the social plan.

At the same time, SRG wants to drive forward the transformation of the public service in order to meet changing media consumption habits. For example, the new streaming platform Play Suisse is to be launched in November, offering Swiss films, series and documentaries.

Nathalie Wappler, director of Schweizer Radio und Fernsehen SRF, provided information about cost-cutting measures at SRF at the end of August. Several long-running programs will be dropped from the schedule, and jobs will be cut.

Imprint demands preservation of journalistic positions and inclusion

The journalists' association Imprint writes in a statement that the Corona crisis is an example of how much society depends on independent information. For this reason, the SRG, as a public service company, must not restrict journalistic quality and diversity.

In addition, the association has not yet been consulted by SRG - and thus the journalistic industry has not yet been included in a representative manner. Therefore, Impressum expects a comprehensive consultation on the downsizing measures and the inclusion in the social plan negotiations. (SDA/pd/swi) 

In addition to a flexible offering and the cooperative's basic sustainable orientation, the modern, urban lifestyle is the third pillar of the brand positioning and a decisive factor for the unique Mobility feeling. The campaign conveys the emotional and independent "way of life" and also aims to appeal to a younger audience. No longer owning, but sharing and uncomplicated use. More reduction of complexity, more freedom. That's the style! With its campaign, STUIQ focuses on this megatrend, which is especially strong among Millennials and Generation Z. Against the backdrop of an affluent society in which there is too much of everything - especially cars.

"For me the message is Let go the essence of everything," says Lars Kläger, Chief Commercial Officer at Mobility, "in two words you probably can't express more clearly what Mobility stands for. Combined with the core arguments for the added value of sharing, we want to appeal to hearts as well as brains. That's how we think we can show the timeless relevance of our services to all target groups."

The orchestrated campaign builds on the design and image concept newly developed by Stuiq. With unusual perspectives and staging, it strikes the tone of a self-confident, enlightened and modern society. The car is no longer the focus of communication, but the person, the benefit and his feeling about it.

This time life takes place in a thoroughly styled, a little too white designer loft. A good-looking yuppie couple in bed, the day can begin. He wants to kiss her awake with a cappuccino - made with a piston machine, of course. So much harmony - a case for Galaxus.

The leading online retailer has once again created the latest campaign prank in-house and produced it in collaboration with Plan B Films. The concept is also based on the tried and tested: At first glance, the viewer sees a run-of-the-mill commercial. Kitschy, clichéd, unrealistic. Then comes the break into "real" life. Galaxus has always supplied the products for this ("We have the products, you have life.").

In addition, Galaxus offers viewers two alternative endings to the TV spot. (hae)

Sonja Zöchling Stucki, who has since retired as head of communications, and her team achieved this five times. Now, under the leadership of Manuela Staub, her successors Jasmin Bodmer, Bettina Kunz and Raffaela Stelzer have seamlessly followed in her big footsteps. "It can't be a coincidence," comment the self-confident "Fab Four" from the airport, and they have a simple and equally convincing explanation: "The journalists seem to appreciate our way of working, which of course makes us very happy."

In second place in this year's corporate spokesperson ranking of the Swiss journalist rank Franziska Rosenmund and Nicolas Wüthrich from Pro Natura, followed by Léa Wertheimer from Swiss Post.

More than 160 journalists submitted 7220 individual ratings this year. With their grades, the news, business and specialist journalists made for an extremely close decision. 72 percent of the 132 media outlets achieved an overall grade between 4.5 and 3.5. 28 percent achieved grades between 3.5 and 2.5. The ranking ran from August 3 to September 6, 2020. The ratings were based on the Swiss school grading system.

In addition to the company spokespersons, the Swiss journalist also asked about the performance of communications agencies. Open up came out on top here, ahead of In Flagranti.

In the context of digital transformation, constant change and increasing complexity, the agency's range of services includes central services in the areas of analysis and creation, experience and engagement, automation and transformation, and management and operations.

The founders pursue the vision of being a competent companion for stakeholders of the Swiss sports industry in the fields of strategy, marketing, branding and innovation - especially for federations, sports organizations, institutions, rights holders, event organizers or companies with investments in the sports industry.

Partnership with Koch Agency

A partnership with the Koch agency from Frauenfeld/Zurich is already evident from the name. Agentur Koch looks after sports clients such as Swiss Ski, the Swiss Football League, the ZSC Lions and Grasshoppers Zurich. With Michael Koch, Marc Schadegg and Philipp Koch, three members of the management of the Koch agency are also co-founders of Koch Sports.

Olympic athlete becomes Managing Director

The 47-year-old former beach volleyball pro and Olympic participant Sascha Heyer is co-owner of Koch Sports and will become Managing Director of the sports marketing company, which has been operational since September 1, 2020. Heyer, who lives in Frauenfeld, completed a classic dual education. During his Matura and studies at the ETH Zurich (Master of Science), the native of Zurich advanced his sports career and crowned it with two Olympic participations, the European Championship title in 2001, World Championship silver in 2005 and a total of five European Championship medals and seven Swiss Championship titles.

After retiring from competitive sports following the London 2012 Olympic Games, Sascha Heyer first spent four years as Head of Marketing & Events for 4sports & Entertainment, where he developed, marketed and implemented major events such as the "Porsche European Open" in international golf and the "CEV Beach Volleyball European Championship Final". Heyer then worked for Dosenbach-Ochsner for a further four years, assisting with strategy development for Ochsner Sport and later managing the "Strategic Alliances" and "Team Sports" business units.