Over 1000 seriously injured cyclists and e-bikers, including 45 fatalities, in 2024 - according to the latest statistics from the Federal Roads Office FEDRO. There is often an underestimated risk factor behind these accidents: the so-called illusion of control. This is a psychological phenomenon in which people believe they have more control over their behavior on the road than is actually possible. This can lead to protective measures being ignored and risks being ignored - for example with statements such as "I ride here every day" or "I don't need a helmet for the few meters".

To counteract this misconception, the Road Safety Fund (FVS) has launched the prevention initiative "The game of your life". At the heart of the campaign is a staged game show with an oversized treadmill on which cyclists compete against typical traffic situations such as streetcar tracks, car doors or smartphone distractions. The central message is: "If you feel too safe, you lose."

The campaign was designed by the Zurich agency Family, with scientific support from Prof. Dr. Markus Hackenfort. He advises the agency on the translation of behavioral psychology findings into effective communication measures. The aim is not only to generate attention, but also to achieve a lasting effect on the behavior of road users.

The initiative was launched at the end of May 2025 with TV commercials, waves of posters and digital activations - further measures are to follow. On the landing page The-game-of-your-life.ch educational videos, background information and interactive content are provided. Users can also make a personal promise to be more mindful on the road in future.

Responsible at the Road Safety Fund FVS: Andreas Schumacher (Management), Manuela Carluccio (Project Management), Rebecca Trachsel (Procurement). Responsible at Family: Claudio Catrambone (CEO / CCO and overall responsibility), Mareike Hofer (Mediaunit FaMe), Florian Weitzel (ECD), Jan Walser (CD), Anina Trachsler (Consulting and Project Management), Svenja Hässig (Project Management), Alexandra Niggeler (Agency Producing & Art Buying), Sabrina Stöckli (Project Assistance), Tobias Peters (Concept & Design), Linus Konetschnig (Text), Philip Meier (Art Director), Severin Binkert (Graphics), Noam Dal Bosco (Graphics), Marc Ambühl (Edit), Christian Reinhard (CTO), Lukas Tadeu (Web).

The Bell Food Group operates in the retail, food service and food industry sectors and unites brands such as Bell, Hubers, Eisberg, Hilcona and Hügli under one roof. The company employs 13,500 people in 14 countries.

One platform, many versions

To strengthen its digital presence and standardize its online presence, the Bell Food Group decided on a strategic collaboration with Dachcom. The focus was on the development of the platform Bellfoodgroup.com based on Pimcore, which acts as a central content hub.

Under the motto "One platform, many forms", targeted content can be displayed via a wide range of output channels - from the corporate website and career portal to internal and external landing pages.

In addition to the technical implementation, Dachcom also provided strategic advice on the content architecture, the modeling of data structures and the development of flexible content modules. Extensive testing and training ensured a smooth transition to operations.

Modular design system

At the same time, a modular design system was developed that maintains a balance between a uniform visual appearance and the individual design requirements of the various brands and platforms. The design system is based on a consistent visual construction kit with clear rules for layout, typography and visual language - flexible to use and scalable for future expansions.

Visual language with brand strength

The visual appearance of the platform conveys key brand values such as seriousness, quality and enjoyment and relies on modern design elements such as reduced illustrations, targeted color accents and animated transitions. Dachcom was also responsible for the UX/UI concept, the creation of templates and comprehensive design guidelines for web and mobile.

The strategic role of corporate communications falls short of expectations in many organizations. This is the result of the PR Trend Monitor 2025, which was conducted by Dpa subsidiary News Aktuell together with communications agency PER. The analysis is based on an online survey of 192 communications experts from companies and organizations in Switzerland and Germany.

94% of respondents consider it important for corporate communications to have a seat at the table when strategic decisions are made in the company. Specifically, 62 percent rate this involvement as "very important" and 32 percent as "somewhat important". However, the reality is different: Only 13 percent of participants stated that their department is an integral part of the strategic decision-making team. A further 16 percent are at least occasionally involved.

The largest proportion, namely a third, describe their own role as advisory, while 30% merely act as an operational mouthpiece for decisions that have already been made. Six percent do not see themselves in any of these categories.

The results highlight a persistent discrepancy between aspiration and reality: although the strategic relevance of communication is recognized, its systematic integration into decision-making processes often fails to materialize. The PR Trend Monitor thus provides an insight into a central challenge facing the industry - and at the same time underlines the potential for a stronger positioning of communication at the highest management level.

As part of the Zurich Pride Festival 2025, the Boston Consulting Group (BCG) and Publicis Groupe Switzerland are presenting a joint campaign to promote an open and inclusive working environment. Under the title "Always welcome - employees (a/l/l/e)", over 30 participating companies are setting an example for diversity and tolerance in the world of work.

The current edition of the initiative, which has existed since 2019, deliberately dispenses with the conventional abbreviation "(m/f/d)" and symbolically expands it with the letters "a/l/l/e". This is intended to create additional space for all people who do not fit into existing gender categories. The visual design is inspired by the colors of the Pride and LGBTQ+ flags and is also intended to visually underline the message.

Joachim Stephan, Managing Partner at BCG Switzerland, emphasizes: "The 'Employees (a/l/l/e)' campaign gets to the heart of what is important to us: respectful cooperation in which everyone is heard and can contribute regardless of identity or background." Linda Ilardo, Marketing & Communications Specialist at BCG Switzerland, adds: "With this campaign, we not only want to send a visible signal for inclusion, but also initiate a real dialog - inside and outside the company."

The campaign was designed by Publicis Zurich, which also developed the visual identity. The agency Bagels of Berkeley was responsible for the social media implementation, while Prodigious was responsible for production and animation. Scanwork and Setaprint were also involved as production partners.

The campaign is being played out cross-media in the current week - on posters, digital screens, in print ads and on social media. At the same time, all participating companies are updating their job advertisements in the style of the campaign. The aim is both to strengthen the employer brand externally and to provide internal impetus for the further development of the corporate culture.

Travel and outdoor specialist Transa is to open a four-storey store at Basel SBB station that focuses on an expanded understanding of retail space. At the heart of the new location is the so-called Transa Trail, a treetop-like walkway in the interior that acts as a connecting element between the floors and also serves as a visual and functional highlight.

The spatial concept was developed by Aroma in close collaboration with the Transa team. The agency was responsible for the design and construction of the interior architecture. The aim was to bring Transa's brand identity to life spatially, as Yves Thommen, Managing Director Aroma Architecture, explains: "Our goal was not simply to design a sales area, but to create a place that brings Transa's outdoor DNA to life spatially."

The treetop walkway connects the upper floors with each other and leads past test stations and rest areas. The use of wood throughout is intended to emphasize the proximity to nature and gives the space an inviting feel.

Space as an element of communication

At the same time, the trail also fulfills a communicative function: Already visible from the station passerelle, the element is intended to arouse curiosity and draw visitors into the store. The architecture of the area, with its staggered heights and visual axes, was integrated into the overall concept in order to create a design dramaturgy of discovery. The implementation in Basel exemplifies Aroma's approach of understanding interior design not as an isolated discipline, but as part of holistic brand communication.

The industry initiative ComImpact continues to grow: Publicis Groupe, the largest communications group in Switzerland, has joined the association. ComImpact brings together companies and institutions with the aim of making the key competence of CommTech more widely accessible to marketing and corporate communications professionals - among other things through free events for exchanging experiences.

With the new addition, the association now has 13 corporate members, supplemented by six partner members: Farner Consulting, HWZ, Media Focus, Mobiliar, UBS and Webrepublic.

"Our agency group focuses on combining creativity and technology. We are convinced that we are shaping the future of marketing. Our 350 employees in Switzerland and our customers will benefit from the ComImpact industry initiative," says Alexander Haldemann, CEO of Publicis Groupe Switzerland, with conviction.

Serge Barsotti, Managing Director of Publicis subsidiary Digitas, also sees potential in the new exchange: "At a time when artificial intelligence and data are transforming modern marketing, we are looking forward to an active exchange with the ComImpact community and hope to be able to make an important contribution and add value for the community."

The first event with the participation of Publicis will take place on July 2, 2025 at 5.30 p.m. at Stadelhoferstrasse 25 in Zurich. The speaker will be digital expert Leila Seith-Hassan.

The increasing expectations on companies to take a stand on social or political issues raise questions about the opportunities and risks for reputation. In a new white paper, Hans-Jakob Boesch from Hjb and Sabrina Huber from Sabrina Huber Consulting provide decision-makers with guidance. The two are part of the "Reputation Experts" network.

Three criteria are central to a well-founded decision: Relevance of an issue for the company, acceptance by the stakeholders and a clearly recognizable benefit. "And companies should certainly not allow themselves to be put under pressure by third parties on this issue, but should decide solely on the basis of their own interests," Hans-Jakob Boesch is quoted as saying.

The guidelines are aimed at board members, management boards and communication managers. It addresses both strategic consideration and the operational implementation of political statements. "Nothing is more dangerous than loud talk or loud silence without a plan and substance," says Sabrina Huber.

The white paper includes food for thought, identifies risks and contains a checklist for implementation. It is available on Reputationexperts.ch ready for download.

Reputation Experts published a white paper back in February. In it, Susanne Müller Zantop advocated the introduction of a "reputation board" in companies.

The Laureus Sport for Good Foundation uses social sports programs to promote equal opportunities for children and young people. One of these programs is FI9 Girls Football, named after the late national player Florijana Ismaili and her shirt number 9. The program is aimed at girls and young women between the ages of 6 and 20 who want to find their place in football - still a male-dominated environment - and build their self-confidence.

The foundation has teamed up with the Zurich agency NK Media for the visual implementation of the initiative. At the heart of the campaign is a video that conveys the emotion and energy of the program and underlines the social claim.

The measure is part of an ongoing partnership between NK Media and the foundation. The agency is responsible for creative and strategic communication measures on social media and beyond.

The campaign subjects show people rushing towards the eponymous viaduct arches. The activating motto "Off to im Viadukt" and the dramatic staging are intended to make it clear: Anyone looking for unique fashion, culinary and shopping experiences will find an open door at im Viadukt.

The campaign has been running in Zurich since May 22 as a poster, DOOH and on social media.

Responsible at the Viadukt Foundation: Caroline Zinsli (Manager & Center Manager at the Viadukt), Rahel Huber (Junior Manager & Marketing at the Viadukt). Responsible with Mona and Mateo: Mišel Gavran, Hannah Mey, Tabea Ott, Otis Horiuchi, Mona Fluri, Mateo Sacchetti. Photography & Film: Olivia Schenker, Oriana Tundo, Style Council.

The Gottlieb Duttweiler Institute GDI has developed the "GDI Major Shifts" model based on its many years of trend research. This identifies 20 key developments in five categories - society, technology, economy, environment and geopolitics - and classifies them within their respective life cycles. The aim is not to view macroeconomic trends in isolation, but to understand them as dynamic developments that reflect transition phases and strategic uncertainties more precisely.

The model is based on the established STEEP framework and is continuously supplemented with new findings. In practical application, it helps companies to classify future developments and derive specific options for action.

As part of the GDI Strategic Foresight service, the institute helps organizations to translate findings from trend analysis into concrete strategic measures. "With the GDI Major Shifts, we offer our clients a data-based analysis of the environment. It serves as a solid basis for sound strategic decision-making," says Susan Shaw, Head of Strategic Foresight and member of the Executive Board at the Gottlieb Duttweiler Institute.

A short version of the model is publicly available and can be can be downloaded free of charge.

For the SRC, the traditional donation letter remains a key communication tool - especially when immediate impact is required.

The current mailing contains a simple gesture: a single plaster. When it is removed, the appeal for donations appears underneath. The plaster symbolizes first aid - and becomes an invitation to act: When a plaster is no longer enough elsewhere, the SRC is needed.

The campaign reaches households in the six-figure range.

Responsible for SRC: Oliver Bader (Head of the Basic Donors department), Gabriele Zomorodi (Product Manager Individual Fundraising). Responsible at agency at the airport: Maximilian Eugster (overall responsibility), Wilko Nuber (creative direction), Fabia Cecchin (graphics), Alexander Eugster (text).

The Sanitas Health Forecast 2025 is another edition of the annual publication on the future of health. This time, the focus is on the possibilities of personalized health - with the help of artificial intelligence, genetics and individual strategies, among other things.

The publication comprises over 400 pages and was conceived, curated and produced by Dear Creative together with a team of around 25 specialist journalists. In addition to scientifically based articles, the forecast also contains personal perspectives, for example from national team coach Patrick Fischer and musician Stress, who talk openly about how they deal with stress. The publication is supplemented by digital content such as podcasts with Frank Baumann and background videos that can be accessed via QR codes.

The Sanitas Health Forecast 2025 will be available in bookshops from Tuesday and at newsagents from Thursday. The accompanying campaign draws attention to the project with digital measures, social media and (D)OOH spaces in the vicinity of bookshops and kiosks.

Publisher: Sanitas, Project management: Kaspar Trachsel, Valentin Hüsser; Concept, editorial management, design and implementation: Dear Creative; Editor-in-chief & creative direction: René Allemann, Marisa Güntlisberger; Deputy editor-in-chief & editorial management: Nadja Brenrenisen, Daniel Ryser; "Sanitas Health Forecast 2025" study: Philippe Knupp; Design: Andrea Bisser, Sarah Hepp. Editor-in-Chief & Editorial Management: Nadja Brenneisen, Daniel Ryser; "Sanitas Health Forecast 2025" study: Philippe Knupp; Design: Andrea Bissig, Sarah Hepp, Anita Hsieh, Palma Manco, Louise Ruggaber; Marketing & Sales: Thea Ferretti, Nina Redlich, Celia Uribe; Podcast & Videos: Frank Baumann, Sebastian Panholzer, Olivia Sasse; Publisher: Wörterseh; Publishing Director: Gabriella Baumann-von Arx; Journalists: Donat Blum, Jean-Martin Büttner, Michelle de Oliveira, Claudia Doyle, Franziska Draeger, Christian Heinrich, Sina Horsthemke, Seraina Kobler, Pauline Krätzig, Rainer Kurlemann, Constanze Löffler, Willi Näf, Till Rippmann, Michèle Roten, Oliver Schmuki, Kathrin Schwarze-Reiter, Peter Spork, Ramona Sprenger, Samantha Taylor, Laurina Waltersperger, Max Wild; Illustrator: Andreas Samuelsson; Artists: Ahn Sun Mi, Daniel Forero, Nicolai Howalt, Léa Nielsen; Photographers: Akatre Studio, Lynsey Addario, Yves Bachmann, Ladina Bischof, Neil Burnell, Federico Buzzoni, Delfina Carmona, Mädy Georgusis, Nanda Hagenaars, Caspar Jade, Hana Katoba, Luka Khabelashvili, Andreas Palfinger, Christoffer Relander, Scerbo, Serifa Studio; Market research: intervista AG; Proofreading: comtexto; Printing: Druckerei Odermatt; Media: WebRepublic.