The response realized social media campaign #prolehrstellen for SERI.

"Perspektive Berufslehre" is committed to ensuring that as many young people as possible find an apprenticeship despite the coronavirus pandemic. At the same time, training companies should maintain their commitment to training so that they can continue to meet their need for qualified specialists in the future.

In collaboration with Logos Kommunikation Bern and Komma Pr Bern, the Zurich agency launched a nationwide campaign for apprenticeship companies. In a first step, video statements by 12 well-known and local entrepreneurs and a statement by Federal Councillor Guy Parmelin called on people to sign a manifesto for a strong Switzerland and make their own statement in favor of apprenticeships.

At Proapprenticeships.ch more than 250 signatures and written statements, more than 120 photo statements and 9 video statements from training companies have been submitted so far. These contributions have been and continue to be shared and promoted on social media.

"As the companies create the content for our posts and advertising material themselves, we have a much higher level of engagement with the target groups than with a traditional approach. The social media posts are also shared in the local SME communities," says Mike Schwede from Die Antwort.

Another advantage of the many "user-generated" content pieces is that the diverse messages can be used to engage with the target groups multiple times without becoming boring. So far, around 2.5 million impressions and 1.3 million video views have been generated. In addition, visitors sometimes spend several minutes on the campaign hub to watch further videos or read and share statements.

The B2B campaign runs on Facebook, LinkedIn, YouTube and Converto's premium network. The campaign hub is based on the Cooala social hub.