Pro-Senectute campaign by Thjnk receives German prize for business communication
The «Stronger Together» campaign developed by Thjnk for Pro Senectute Switzerland—which called for solidarity across generations during the COVID-19 pandemic—was honored in Berlin with the prestigious «German Prize for Business Communication.».
Senior citizens are indispensable to society: they contribute to a functioning society in many ways - even in difficult times. Pro Senectute Switzerland and Thjnk Zurich conveyed this message to the public with a TV ad in spring 2020 - at a time during the coronavirus pandemic when social cohesion was in disarray: the more than 1.7 million people of retirement age often felt excluded and marginalized during this period (Werbewoche.ch reported).
Appreciation for all
This commitment by Pro Senectute was honored on Thursday with the "German Prize for Business Communication" in the "Captivating Storytelling" category. With the campaign
According to the jury, Pro Senectute communicated "Indispensable part-time jobs" in a way that was unique, aroused deep emotions and generated a sense of solidarity. The chosen approach impressively drew attention to the people who were quickly pushed into the background during the pandemic and yet were particularly affected, according to the laudation.
"On the one hand, this award is a token of appreciation for all senior citizens and their relatives, who faced enormous challenges, particularly in the first phase of the pandemic, and on the other hand for Pro Senectute's commitment," says a delighted Peter Burri Follath, the overall campaign manager and Head of Communications at Pro Senectute Switzerland. "Under difficult conditions, we succeeded in creating a work out of a current necessity and within a few weeks, which has now attracted attention beyond the country's borders," he adds.
