Based on the results of a study conducted by Geneva University Hospital (HUG) and Lausanne University Hospital (CHUV), Havas has developed a communication concept that deals with situations that occur frequently but are often trivialized. In these moments, doubt and hesitation represent a significant obstacle for those affected to seek help.

The campaign highlights the fears that prevent victims of sexual assault from seeking help, even though it is urgently needed and accessible at all times. The open and direct approach is intended to reduce these fears and thus bring about a rethink in dealing with sexual assault.

Holistic multi-channel strategy

The campaign is being used in nine languages and various channels - including posters, print, video, influencer and digital. With the support of numerous institutions in the three cantons, the aim is to reach a broad audience. It is designed for the long term and is set to run until 2027.

To ensure that the information on this sensitive topic is easily accessible, a special website which is intended to provide victims with guidance and direct access to help.

Responsible at the Canton of Vaud (DGCS): Joëlle de Claparède (Project Manager - LAVI Coordinator), Susanne Fluckiger (Communications Officer), Charlène Meyer (Project Officer). Responsible at Canton Geneva: Cédric Alber (Communications Officer). Responsible at Canton Valais: Katy Solioz (Head of Office), Alexandra Moulin (OCEF). Responsible at CHUV (Vaud Hospital Center): Florence Latorre (Head of Communications). Responsible at HUG (Geneva University Hospital): Chloé Jeunet (Communications Officer). Responsible at Spital Valais: Joakim Faiss (Communications Officer). Responsible at Havas Suisse: Gabriel Mauron (Chief Creative Officer), Emilie D'Amico (Associate Creative Director), Laura Cros (Senior Art Director), Baptiste Blanchard (Senior Account Manager), Solenn Laurent (Account Director), Jean Paul Mercier (Art Director), Rebecca Fontaine (Junior Art Director).

According to Jayedi Aman from the University of Missouri the future design of cities will be driven as much by human experience as by actual materials. Together with his colleague Tim Matisziw, he has used artificial intelligence (AI) to research the emotional side of city life - in particular the connection between the physical characteristics of a city and how people feel in this environment.

Insta with location tags

Based on public Instagram posts with location tags, the experts developed an AI tool to recognize the emotional coloring of the images and texts. The tool recognized whether people were happy, frustrated or relaxed.

Google Street View and another AI tool were then used to analyze what these places actually looked like and these characteristics were linked to how users felt at the time of their posts.

Digital "emotional map"

Aman and Matisziw have used this to create a digital "emotional map". It shows how people feel in a city. In the next step, they want to create a digital version of a city based on the information they have collected, an "urban digital twin".

The twin can then display users' feelings in real time. The scientists are confident that this type of emotional mapping will provide a powerful new tool for modern urban planning.

For example, if a park receives a lot of happy posts, it can be investigated why this is the case. The tool could also be used to identify areas where people do not feel safe and react accordingly.

Aman envisions a future in which data on people's feelings becomes a centerpiece of city dashboards. The current research results are available in Frontiers in Computer Science to read. (pte)

Reckless, loud, dominant - and pink: the T-Rex, which is currently on Basel's streets, screens and billboards, has a clear message. He is at the center of the new "Fair in traffic" campaign, which was designed and implemented by Mind Studios on behalf of the Department of Construction and Transport and the Department of Justice and Security of the Canton of Basel-Stadt.

The campaign aims to draw attention to unfair and dangerous behavior on the roads - with a twinkle in the eye. Whether it's tailgating, disregarding the right of way or reckless parking: The pink dinosaur embodies precisely those behaviors that have no place in traffic.

Loud performance with a clear message

The campaign is played out across all media: Large-format posters, digital advertising media, social media ads and accompanying activities in the city will ensure visibility and generate conversation. The campaign is complemented by the website Fair-im-verkehr.chwhich explains the most important rules for fair interaction in traffic.

Concept, creation and implementation by Mind Studios

Mind Studios was the creative lead agency for the campaign. It developed the central idea and the campaign character, designed all advertising materials, produced the Videos and was responsible for the entire campaign management on Meta, TikTok and YouTube.

"Our aim was to convey a topic with great social relevance in a sympathetic, low-threshold and yet concise way," says the agency. The choice of a dinosaur as a campaign figure was not only due to its lack of understanding of manners in modern road traffic. "Dinosaurs have had a firm place in the hearts of the people of Basel since Grün80 at the latest," the agency continues.

SRF is adding a new podcast to its philosophy program entitled "Sternstunde Philosophie: Zimmer 42". The host is Barbara Bleisch, philosopher and presenter of "Sternstunde Philosophie" for many years. The conversations focus on real-life questions on topics such as the search for meaning, self-doubt or friendship, which are discussed in a personal setting and with reference to philosophy and psychology and are intended to provide orientation and inspiration for everyday life. The first episode will be released on June 3, 2025.

According to SRF, "Room 42" is intended to build a bridge between philosophy, psychology and everyday life. The title refers to the novel "The Hitchhiker's Guide to the Galaxy" by Douglas Adams, in which the number 42 is mentioned as the answer to the question of the meaning of life. The new podcast series appears every two weeks, lasts around 45 minutes and is distributed via srf.ch, the SRF News app and popular podcast platforms.

To kick things off, Bleisch will be talking to journalist and author Nina Kunz. Other announced guests include philosopher Svenja Flasspöhler and psychiatrist Gregor Hasler. Individual editions of the podcast will also be broadcast on television, Play SRF and radio from fall 2025.

As part of the content realignment, SRF has also integrated the "Sternstunde Religion" discussions into "Sternstunde Philosophie". Olivia Röllin now hosts the program in rotation with Barbara Bleisch, Yves Bossart and Wolfram Eilenberger. According to SRF, the aim of the merger is to strengthen the brand and expand its reach.

From May 13 to 17, 2025, the Eurovision Song Contest put the city of Basel in a musical state of emergency. While the competitions themselves were held in the St. Jakobshalle, Hall 1 of Messe Basel was home to the Eurovision Village, among other things. This central meeting place became a beating heart for ESC fans from all over Europe and offered a varied program with live concerts, public viewing and catering options.

For the atmospheric design of this spatial experience, the MCH Group turned to the strategic creative agency Yellow with a large-format project. The task was to design a banner that stretched over 600 meters and ran through the entire space.

The design set visual accents in the spacious exhibition space as part of the ESC branding specifications. The creative team took into account both the technical features of the truss construction and the functional division of the hall into different experience zones. Yellow developed a visual concept for each sector that supported the respective function of the area and at the same time ensured a coherent overall picture. In keeping with the ESC motto "United by Music", Yellow's design concept helped to ensure that the 190,000 visitors were able to experience the international music festival in an appealing and atmospheric environment.

Responsible at MCH Group: Lorenz Schibler, Fabian Petignat (external). Responsible Agency: Yellow.

The online retailer Digitec Galaxus is introducing an AI-supported buying advice tool that is designed to make it easier to navigate the product range. According to the company, digital buying guides are available for 500 product types.

The purchase advisors appear in the product search as tiles with question marks. Their advisory concept is based on presenting key product topics and relevant purchasing factors in a compact format. Depending on the category, users of the online store can select individual features of a product.

The generative AI of the buying guides extracts relevant features from the existing product data and generates customized buying guides. Filtering therefore begins after the first selection has been made and reduces the visibility of other products.

According to the press release, the Digitec-Galaxus teams "Clippy" and "Endeavor" are constantly developing the purchase advisors. If the new function proves successful, the online retailer sees potential to further expand its range of digital purchase advisors. (Filip Sinjakovic/ml)

This article first appeared in Netzwoche.

Pro Natura is launching a nationwide image campaign for World Biodiversity Day. In this way, the organization wants to continue to be perceived as the most important non-governmental player in practical nature conservation. At the same time, the aim is to motivate the population to work with Pro Natura to protect and maintain natural habitats. After all, biodiversity is under increasing pressure.

But instead of crisis communication, the campaign idea of Spinas Civil Voices relies on motivation through humor: Pro Natura calls on groups of people in the name of Swiss nature to stand up for a species that suits them.

Morning grouches are invited to stand up for the dormouse. Or shopping queens for the lady's slipper. Or fans for the star. In addition, the small and large beauties of nature are strikingly depicted.

On the landing page Pronatura.ch/welcome people can find a variety of ways to get involved in Swiss nature - from being nature-friendly to getting involved.

The campaign starts with ten subjects in three national languages. The measures can be seen on posters, DOOH, display ads, online banners and social media ads. There is also an embedded radio spot on SRF.

Responsible at Pro Natura: Markus Arn, Nicolas de Roten (Project Manager Campaigns). Responsible at Spina's Civil Voices: Miriam Fischer, Beat Egger (idea), Steph Huwiler (CD), Soraya Janser, Mirko Cresta, Nicolas Stark (AD/graphics), Beat Egger and many more. (text), Conny Geibel, Corinne Bucher (strategy, consulting), Lorenz Spinas (overall responsibility); Sergio Beti (litho).

The Xaver Award will take place for the first time in Bern on September 9, 2025. The event is considered the most important award in the Swiss LiveCom industry and is organized by the Swiss LiveCom Association Expo Event. The venue is the newly opened Festhalle on the Bernexpo site. With 47 projects submitted, the award has reportedly received a record number of applications for a regular event - the only time more were submitted was in 2022, when two years were combined due to the pandemic.

The move from Zurich to Bern is intended to facilitate access to western Switzerland and strengthen the format's national appeal. "The Xaver Award and the new Festhalle are a perfect match, as both are important beacons for the event industry," says Expo Event President Christian Künzli. The motto of this year's edition is "Wanted", in reference to the symbolic "Wild West" and the search for outstanding live communication projects.

The awards ceremony in the Festhalle is part of an extensive program: the association's general assembly will take place in the afternoon. Around 500 guests from the industry, politics, business and society are expected to attend the award show in the evening. The official part of the event will be followed by networking catering and an after-party from 10 pm. Guests are invited to dress in Wild West style.

Projects are awarded in the categories Best Corporate Event, Best Consumer / POS Event, Best Efficiency Project, Best Expo Project, Best Brandworlds & Temporary Installations and Exhibitions and Best Public Event. The "Best Exhibition Stand" category will also be awarded for the first time. In addition, the "Public Xaver" via online voting and a lifetime achievement award will be presented.

The jury for 2025 comprises six members from different areas of the industry. New members are Cédric Schlosser from MYI and Iwan Funk from Bellprat Partner. The evaluation of the submitted projects will take place on June 3 and 4 in Zurich's Hallenstadion. The full list of projects will be announced at the beginning of June.

The 45-second short films introduce the artists before their live performance and were shot at selected locations throughout Switzerland: from the snowy peaks of the Matterhorn and CERN to small village squares and surprising everyday backdrops. The films focus not only on the acts, but also on Swiss ambassadors who represent the diversity and cultural depth of Switzerland.

SRG awarded the contract to Dynamic Frame in November 2024 following a multi-stage pitch. According to the information provided, the concept impressed with its consistent openness to contrasts: creative collaboration across disciplines, surprising encounters between artists and Swiss locations that were not only iconic, but also everyday, unknown or unexpected. In addition, a modern reinterpretation of classic Swiss tourism posters was used as a visual leitmotif. In the final phase, a pilot film was produced within two weeks, demonstrating that both the concept and production were feasible.

By the end of January, the team had developed the storylines for all 37 films in a writers' room. Creative directors Luca Zurfluh and Jen Ries took the creative lead, working closely with the artistic director of this year's ESC Artur Deyneuve and SRG producers Mira Bürgi and Marco Krämer. They were supported by author Gregor Brändli and Technical Director Jonas Fischer, who was also one of the DOPs. The illustrations for the postcards, which were used as a central element in the films, were created together with the Zurich animation studio Vaudeville. In general, all the teams and partners involved were almost exclusively from Switzerland.

Logistical masterpiece

With 37 days of filming throughout Switzerland between February and April 2025, the project was not only a huge challenge in terms of content, but also logistically, according to Dynamic Frame. The production was split between ten directing and camera teams, who worked to a precisely timed schedule: While some of the teams were already shooting, others were traveling in parallel to scout and prepare upcoming locations. This overlapping structure of active production and advance planning required a great deal of flexibility and closely meshed communication - especially as many of the participating acts were only confirmed a few weeks before the filming date. Stories, locations and matches to artists often had to be developed and implemented under considerable time pressure.

A strong production team consisting of Luzius Fischer (Executive Producer), Theresa Berres (Creative Producer), Jeanna Koba (Line Producer), Susanne Bucher (Production Manager) and Timo Raddatz (Artist Producer) ensured that every detail meshed seamlessly.

Integrated campaign with collector's value

A particular highlight of the project was the physical realization of the postcards: Dynamic Frame and Vaudeville produced an official, limited edition of the cards, which were sold during the Eurovision final weekend in Basel and are available online for fans worldwide.

Partners: Vaudeville - Postcard Design, Toniq- Music & Sound Design, Das Alte Lager - Animation, VFX Tristesse - Font Design, Get Some Popcorn - Production Support. Producers: Luzius Fischer (Executive Producer), Theresa Berres (Creative Producer), Jeanna Koba (Line Producer) Susanne Bucher (Production Manager) Timo Raddatz (Artist Producer) Alina Graber (Production Assistant), Jess Baumgartner (Production Assistant), Sven Bischof (Production Assistant), Joris Keller (Production Assistant), Manuel Freivogel (Location Manager Basel). Creative Team: Luca Zurfluh (Creative Director), Jen Ries (Creative Director), Gregor Brändli (Writer), Jonas Fischer (Technical Director). Directors: Max Carlo Kohal, Dominik Bauer, Garrick Lauterbach, Maximilian Speidel, Lukas Wälli, Omar Manai, Laurids Jensen, Luca Zellweger, Yannis Petrone, Dave Bullivant. DOPs: Jonas Fischer, Raphael Happel, Tobias Kubli, Yannik Krayss, Rokas Šydaikis, Tim Holder, Nicolas Heitz, Joel Lopez. Postproduction: Daniel Blumensev - Postproduction Supervisor & Editor, Noa Röthlisberger - Additional Postproduction Supervisor, Nicolas Bechtel - Editor, Jonas Ulrich - Editor, Simon Hardegger - Colorist, Valentin Huber - Animation & VFX, Ivan Lüthi - Animation & VFX, Sisley Vece - Assistant Editor, Luca Vaccani - Assistant Editor, Kilian Spinnler - Music & Sound Design, Dominique Dreier - Music & Sound Design. Art Department: Dominique Steinegger, Luis Botter Maio, Fabian Lüscher. Technical Crew: Sven Brauchli, Nora Boissenot, Adrian Niedermaier, Sam Heuberger, Kevin Prinz, Deborah Rhyner, Miguel Sousa, Noah Frey, Constantin Popp, Simon Wottreng, Mischa Mueller, Elia Quadri. Make-up & Hair: Anja Luck, Jasmin Berger, Sarah Gmuer, Snesha Bloom, Sofia Sing, Selina Wipfli, Noémie Bellwald.

Sports physician and joint specialist Dr. med. Marcel Gloyer is now working as an independent orthopaedic specialist in a group practice. For this, he needed a suitable appearance for his core competence. In addition, a newly developed website In addition to his proven expertise, the person behind it should also be conveyed.

Uncomplicated. Competent. Individual.

In addition to his surgical skills, Dr. Marcel Gloyer is also distinguished by his strong ethical compass. He only operates when really necessary and accompanies his patients throughout the entire process, from diagnosis to follow-up treatment. He also communicates more complex issues in an understandable way and always takes the necessary time to talk to his patients personally.

The new name for the practice: Ortho Sport

A descriptive name was chosen that directly addresses the specialist area that is googled the most. The word mark "Ortho Sport" is supplemented by a signet: a knee joint highlighted by a blue dot. The name "Dr. med. Marcel Gloyer" is also added in various applications to take advantage of the good reputation.

Appearance with personal character

In addition to illustrated joints, the new website also features large images. The colors blue and orange dominate. The different types of joints are highlighted by abstract dots, which directly clarify the specialist area - at the same time, they serve as a flexible design element for further visual applications.

Dr. Marcel Gloyer's expertise is conveyed through the images and additional illustrations. The modern design and clean typography also reflect his character: clearly structured and focused on the essentials, but always with a personal touch and close to the patient.

The campaign concept developed focuses on three aspects: attracting attention, entertaining and at the same time arousing genuine interest. Three short films present the people behind the care at Solina in a humorous and slightly exaggerated way. The aim is to inspire more committed and warm personalities to take up a job at the Solina Foundation.

"In today's competition for skilled workers, creative ideas and surprising concepts are in demand. Maybaum Film's campaign manages to hit exactly this nerve: it presents Solina as a likeable, warm employer - without losing sight of the need for professionalism," says Nadine Picard, Marketing & Communications Specialist at the Solina Foundation.

Content and implementation from a single source

Maybaum Film was responsible for the complete concept, storyboard development and production of all advertising assets - from videos and short ads to photos for posters and hanging boxes on public transport. A uniform look and a clear visual language resulted in a campaign that works coherently across all channels.

"Our aim was to develop a campaign that not only stands out, but also remains authentic," explains Laurent Ulrich, director and project manager at Maybaum Film. "In this campaign, Solina shows that it needs people with passion and commitment for the nursing profession. This is exactly what we wanted to exaggerate in the film series."

Omnichannel strategy for maximum visibility

An omnichannel strategy is used to make the most of the campaign's reach. Based on a data-driven analysis, the content is targeted at locations where there is a high probability of addressing potential specialists from the care sector. For geo-targeting, Maybaum Film relies on its collaboration with Uhoo, which places the campaign precisely and effectively based on intelligent big data analysis. All common social media platforms are used for distribution, as well as DooH formats, e-panels and specific geotargeting.

Responsible at the Solina Foundation: Patric Bhend (Managing Director), Nadine Picard (Marketing & Communication). Responsible at Maybaum Film: Production manager & director: Laurent Ulrich, producer: Till Hüssy, camera: Nikolas Reigel, AC: Aline Pulver, photography: Rob Lewis, editing: Nikolas Reigel, color: Silvan Michel, sound design and mastering: Tim Zumstein.

In its current campaign, the regional energy supplier in the Aarau area is calling on the entire team to "Bring your 'e' to the table!". The idea for this came about in a co-creative process between the Aarau agency and the broad-based Eniwa team - from apprentices to marketing, communications and HR professionals.

The green "e" stands for Eniwa, but also for the core employer branding values: fulfilling, developing, successful, energetic. These are expressed in the campaign through authentic testimonials. In the image film, on posters, e-panels, bus hangers, on the Website and on social media, employees from a wide range of professions talk about what makes their personal "e" special. The aim is to convey a credible and diverse image of the Eniwa employer brand.

The idea of the "e" will continue to be anchored in the team and the company in the future. Every single "e" counts and ultimately makes the difference. Enthusiasm, empathy, efficiency, excellence and much more - there are no limits to the creative play with the "e".

Responsible at Eniwa: Michael Itin, Head of Marketing; Mirjam Caruso, Head of Human Resources; Tamara Treyer, Recruiting Specialist; Diana Arnold, Head of Vocational Training; Daniel Diepolder, HR Business Partner; Stephanie Boksberger, Digital Communication Specialist. Responsible at Blueheart: Hanno Lietz, CD Text / Concept; René Moor, Text; Marianne Kieser, Graphic Design; Emanuel Schweizer, Film and Multimedia; Marc Meyer, COO; Janine Erismann, Account Executive. Filmpartner Professional.ch: Michael Jacobsen, Managing Director.