Vitamin2 educates young men about the dangers of handling meat
The Federal Office for Food Safety and Veterinary Affairs (BLV)«s information campaign on the topic of »safe enjoyment” is entering a new phase. This time, it features provocatively staged key visuals designed to spark conversation, developed by the St. Gallen-based agency Vitamin2. The goal: to attract attention in order to prevent illness.
Together with photographer Jasmine Schuller, various meat compositions were photographed aesthetically and creatively. Coordinated with the four most important hygiene rules "washing", "heating", "separating" and "cooling". The unusual perspective of these photographs makes it clear: raw meat makes you want to eat it, but also harbors its dangers. The focus is thus primarily on the target group of "young men between 18 and 30". According to figures from the Federal Office of Public Health, they are the most likely to contract food-borne infections in Switzerland. This is due to a lack of knowledge about kitchen hygiene and handling raw meat. Especially at barbecue and fondue chinoise time.
The campaign runs predominantly digitally - the central point of contact is the landing page Enjoy safely.chwhere helpful information can be accessed quickly and at any time, also by means of animated films. In parallel, measures are being taken via various social media channels, such as Instagram, Twitter, Facebook, and a Google campaign. In addition, various partner companies are drawing attention to the "enjoy safely" campaign.
Since the launch of the campaign at the beginning of May, "Sicher geniessen" has already been covered by a number of media outlets and has been a topic of conversation on a national level. Ultimately, however, the campaign has only one goal: to draw attention to the dangers of bacteria in food.
Responsible at BLV: Eva van Beek (Deputy Head of Communications/Media Spokesperson), Mark Stauber, (Head of Food Hygiene). Responsible for vitamin2: Eva Schmid and René Kappeler (overall responsibility & consulting), Dominic Rechsteiner (AD/CD), Domenica Fraefel (digital project management), Serge Weibel (screen design), Joachim Hummel and Marco Krapf (programming). Network partners: Joel Schönenberger (Sénic/Animation), Nathalie Schoch (Feine Feder/Text), Jasmine Schuller (Photography).
