The answer: scarecrows for reform of the withholding tax
On September 25, 2022, a vote will be held on the reform of the withholding tax. The cross-media Yes campaign of the Swiss economy was conceived and realized by the agency Die Antwort.
"Yes," say the Federal Council and also Parliament. Together, they want to end Switzerland's existing inferiority in the bond market and correct the locational disadvantage. The withholding tax on interest income from bonds puts Switzerland at a disadvantage and drives the financing of companies abroad. The Federal Council and Parliament want to correct this state of affairs. The reform is said to be effective in a targeted manner and is intended to bring back to Switzerland business that today takes place abroad because of the withholding tax.
This should also bring lost tax revenues and jobs back to Switzerland. Today, Swiss companies are effectively forced to borrow capital abroad for investments. This should change: Switzerland should no longer give away taxes, jobs and AHV contributions abroad.
Zurich-based creative agency Die Antwort chose an approach that didn't resort to threatening gestures like those we've seen in past voting campaigns - it took a metaphorical approach.
The fact that the current legal situation was scaring away companies - and with them jobs and capital - was translated into a visually powerful voting visual that was intended to catch the eye, arouse emotions and be remembered.
"The message is clear. The headline combines the subject with the voting recommendation and lends emphasis. The poster is very well received. Various parties are currently adapting the campaign subject for their own campaigns," says the response.
The nationwide voting campaign is not only seen on posters, but is broadcast cross-medially. The scarecrows are even used in the flesh and at voting events and media events throughout Switzerland.
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