Swiss Mountain Aid Poster Campaign: A Piece of the Puzzle for the Mountains

Swiss Mountain Aid Poster Campaign Features a Puzzle Motif

Swiss Mountain Aid is launching its first-ever national poster campaign. At the heart of the campaign is an image of a puzzle piece, which symbolizes the foundation’s contribution—a contribution that is often crucial to ensuring that a project in a mountain region can be carried out. The campaign runs from September 14 to 29 and aims to raise public awareness of the foundation.

According to the foundation, many projects in mountainous regions fail not because of a lack of good ideas or commitment, but because of funding gaps. Swiss Mountain Aid supports people in mountain regions by contributing to forward-looking investments, thereby helping to close such gaps. The new campaign aims to show that the foundation often plays a decisive role in making important investments a reality. The puzzle piece symbolizes this support.

Posters on display in six Swiss cities

The campaign will run from September 14 to 29, 2026, in the cities of Zurich, Winterthur, Bern, Basel, Geneva, and Lausanne. It focuses on people from Switzerland’s mountain regions and their projects, which were made possible with financial support from Swiss Mountain Aid. The visuals will appear on posters and digital billboards, as well as on digital channels. The primary goal of the campaign is to increase awareness of the foundation. The campaign was designed in collaboration with the branding agency MetaDesign, and Konnex Media handled the media planning.

«With this new campaign, we want to show a broad—and above all, a younger—audience who Swiss Mountain Aid is and what it actually accomplishes. Our goal is to ensure that we can continue to support people in the mountains in the future,» says Nicole Lutz, Head of Marketing at Swiss Mountain Aid.

For more than 80 years, the Swiss Mountain Aid Foundation has been improving the livelihoods and living conditions of Switzerland’s mountain communities through financial contributions to forward-looking investments. In this way, it helps counteract depopulation. In addition, according to Swiss Mountain Aid, its support triggers a multiplier effect in investments that generate added value and create additional jobs in local businesses. Swiss Mountain Aid is funded exclusively by donations and has held the Zewo seal of approval since 1953, which confirms that donations are used effectively.

For more information about Swiss Mountain Aid and its projects, visit https://www.berghilfe.ch.

Responsible at Swiss Mountain Aid: Nicole Lutz, Head of Marketing