Elections at the University of Applied Sciences: HES-SO and Franz&René engage in propaganda
Every two years, the University of Applied Sciences of Western Switzerland (HES-SO) organizes internal elections so that students and staff can have a say in shaping the institution’s future. To raise awareness of this, the agency Franz&René created a two-phase campaign.
With over 21,000 students, the University of Applied Sciences Western Switzerland HES-SO is the largest university of applied sciences in Switzerland. Every two years, the HES-SO organizes internal elections so that students and employees can help decide the future with their vote. The agency Franz&René relies on a 360-degree campaign. Elements of traditional propaganda are used to promote the importance of taking part in the democratic elections.
For a week, propaganda posters were displayed in the university buildings of the HES-SO without any explanation. The messages displayed on them are provocative and trigger reactions ranging from puzzlement to outrage. They should not leave anyone indifferent.
Education: There are signed messages from the university on the posters. These convey that the election of student councils is an important opportunity to help shape the future of the school with ideas, opinions and experiences. At the same time, the campaign was disseminated on social networks via videos, carousel ads and stories on Facebook, Instagram and LinkedIn. Flyers and promotional items rounded off the offer.
Responsible at HES-SO Rectorate: Sarah Kospe-Scholberg (Secretary General), Ardinela Selimovic (Project Assistant Elections 2019). Responsible at Franz&René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Vincent Eichenberger (Senior & Digital Consultant), Yoann Cosson (Creative Direction), Gaëlle Valentini (Digital AD).
