TheGuys shows how poverty jeopardizes livelihoods for Caritas
Caritas Zurich, in collaboration with the agency TheGuys, is launching a campaign to draw attention to the invisibility of people living in poverty.
In a rich and vibrant city like Zurich, there is also another, hidden reality: around 17,000 people work for the lowest wages and 190,000 people in the canton are at risk of poverty. Those affected are mostly invisible. They are on the margins of society and yet right in the middle of it, exhausted by the constant struggle to survive, with the desperate question of how they are going to get through the next day.
The current Caritas Zurich campaign shows that poverty is more than just a lack of money. Rather, existential needs that are not apparent at first glance are at risk: Poverty robs people of their chances of good health, a carefree childhood with extracurricular activities and an independent life. It is the constant fear of not having enough. Not enough to live on. Not enough to even exist.
The campaign's three key visuals show people whose livelihoods are at risk - in seemingly ordinary everyday situations such as in the waiting room of a doctor's surgery, on the bench at a junior football match or working in an open-plan office. These everyday scenes are symbolic of the invisible suffering that people affected by poverty often carry with them. Although they outwardly participate in social life, their existential worries are hidden.
The campaign aims to make visible what many people overlook: Poverty can be everywhere - even where it is least suspected. It calls on the population to take a closer look, to notice what is not being said and to donate for these people so that Caritas Zurich can continue to support them.
The campaign will be on display throughout public spaces in Zurich city center until November 4, 2024, on posters in highly frequented locations such as train stations and streetcar stops. It will also be displayed on social media, in VBZ vehicles and in a mailing created especially for the campaign in order to reach a broad audience, raise awareness of poverty that threatens people's livelihoods and appeal for donations.
Responsible at Caritas Zurich: Fiona Trachsel (Head of Communications), Sandra Rauch (former Head of Communications), Karin Faes (Project Manager Communications), Andreas Reinhart (Project Manager Communications), Patrick Kaufmann (Fundraiser), Mohamed Moussa (Social Media), Christine Gerstner (Head of Communications Caritas Network), Isabelle Lüthi (Project Manager Fundamentals and Social Policy). Responsible at TheGuys: Noemi Russenberger (Art Direction), Gaston Filippo & Johnny Grubenmann (Creative Direction), Stefanie Lüthi (Consulting) Gianni Peng (Managing Direction / Photography), Lara Roos (Set Design), Niculin Felix/Cinelight (Lighting Equipment), Constantin Popp (Lighting Technician), Stian Glatthard (Runner), Lorenz Wahl (Picture Editing).
