Art.I.schock raises awareness for the city of Zurich against male violence
The City of Zurich’s Office for Gender Equality is sending a clear message against male violence with its campaign «Violence Doesn’t Make You a Man.» The Zurich-based communications agency art.I.schock is using vibrant colors, authentic images, and diversity to promote nonviolent forms of masculinity.
Violence does not begin with physical assaults, but rather where control, belittlement, and intimidation are normalized—and considered «masculine.» With the campaign «Violence Doesn’t Make You a Man,» the City of Zurich’s Office for Gender Equality is sending a clear message and promoting nonviolent forms of masculinity. The campaign was implemented by the Zurich-based communications agency art.I.schock.
Clear Alternatives to Ideas That Promote Violence
The campaign highlights the connection between societal role models and violence. It contrasts attitudes that foster violence with clear alternatives: respect, compassion, active listening, and responsibility. Over the next few weeks, the campaign will be visible throughout the city—in public spaces, on VBZ vehicles, and on digital channels.
Public Photo Event at Sechseläutenplatz
A key element of the campaign is public participation. On Tuesday, March 10, a public photo event will take place from 12 p.m. to 3 p.m. at Sechseläutenplatz. Mayor Corinne Mauch and other members of the City Council will make statements at the event. Individuals can also make a statement and become part of the campaign. Together, we will create a collective message of respect and nonviolence.
Vibrant Colors and Authentic Diversity
For its implementation, Art.I.schock relied on vibrant colors, authentic images, and the diversity of the people featured. The campaign thus conveys a positive, inclusive image and invites people to get involved. In addition, the website offers together-against-violence.ch Information on counseling, support, and prevention services in Zurich.
Person in charge at the City of Zurich's Office for Gender Equality: Mirjam Gasser (Director of the Center), Anja Peter (Project Manager). Person in charge at art.I.schock: Nadine van den Berg (Consulting, Project Management), Lukas Koller (Graphic Design), Marko Mijatović (Video).
