SGB Referendum Campaign: Several Key Elements of the Campaign
During the referendum campaign surrounding an initiative that addressed various social issues such as transportation, housing, and the environment, the focus was primarily on its specific legal and economic implications. The Swiss Trade Union Federation (SGB) emphasized the potential consequences for workers and launched a broad-based communication campaign featuring data-driven and visual elements.
How does one communicate an initiative that aims to address various issues—such as traffic congestion, the housing shortage, or environmental concerns—but whose specific provisions call for far-reaching changes, including to the Agreement on the Free Movement of Persons, international agreements, and labor law? This question has been a topic of public and political debate for quite some time. For the Swiss Trade Union Federation (SGB), the main focus was on clearly explaining the potential impacts of the initiative, particularly on workers.
Data-Driven Campaign Strategy with Digital/Organizing
The agency digital/organizing supported the SGB in developing a data-driven campaign strategy. Together with Feldlabor, they conducted a test of different arguments, which served as the basis for decisions regarding messaging and actions. In addition, digital/organizing was involved in digital communications as well as in the conception and production of video content.
Strategy, Design, and Outdoor Advertising with a Touch of Sophistication
Feinheit advised the SGB on strategic issues and developed the visual elements of the campaign. The focus was on the potential impact of changes to the free movement of persons and existing labor market regulations on the economy and employment. In addition, Feinheit handled the planning of outdoor advertising.
Both agencies also contributed to other communication initiatives as part of the campaign.
