Republica turns senior citizens into care experts
Senevita, one of Switzerland’s largest providers of housing and care services, is looking for new caregivers. To that end, Republica has created an employer branding campaign that uses lightheartedness and humor to highlight what makes for good care.
Nurses are in demand like never before and are hard to recruit. At the same time, the nursing profession is often associated with prejudices that prevent younger people in particular from choosing a nursing job. Senevita is also affected by this. The campaign by creative agency Republica therefore focuses on the positive aspects and at the same time makes it clear what requirements are important. And who better to formulate these requirements than the residents, who ultimately depend on the right care?
Answers to the question "What is good care?"
Republica has further developed and freshly implemented the recently developed central idea of the "Volles Leben" brand. In classic interview situations, senior citizens answer the all-important question: "What is good care?" Their answers are as original as they are varied - always honest, charming and with a twinkle in their eye.
Unexpected job interviews
In addition, a series of surprising job interviews was produced. In the interview, unsuspecting applicants do not meet the usual HR managers, but the residents of Senevita. The requirements are accordingly unusual and present the applicants with unexpected challenges.
Played out on TikTok, Meta, LinkedIn, YouTube and Display, Senevita's campaign targets a young target group in particular with authenticity and humor.
30 percent more applications
The campaign started back in May and has significantly increased the application rate at Senevita. During the campaign period in May and June 2025, 30 percent more applications were received in the nursing and care category for the same number of advertised positions compared to the previous year.
Responsible at Senevita: Maurizio Della Mura, Head of Marketing & Communication, Anina Gyger, Marketing Specialist Responsible at Republica: Overall responsibility: Bala Trachsel, Creative Direction: Florian Birkner, Art Direction: Pascal Herzog, Account Director: Lara Gross, Text: Désirée Sattler, Simon Leray, Nadja Camesi, Production Art: Tamara Lüthi, Motion Design: Nina Hoffmann, Content Creation: Valerie Koenen, Directed by: Natascha Vavrina, Production: Stories
