Publicis and BCG: Another strong signal for inclusion and tolerance

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.