Women at the ballot box
Politics: To ensure that women in the 21st century don’t just stay in the kitchen but also go out and vote, Annabelle launched a teaser campaign featuring vintage imagery, developed by Spillmann Felser Leo Burnett.
Politics Swiss women participate in national elections in much lower numbers than men. In the 2003 federal elections, just 38 percent of Swiss women went to the polls. The figure for men was 54 percent. In none of our neighboring countries is the voter turnout among women so low. Just in time for the 2007 election fall, the women's magazine Annabelle now wants to get more women to the polls. With a teaser campaign developed by Spillmann Felser Leo Burnett. Three old election posters were unearthed for this campaign, which advertised against women's suffrage in various periods prior to its introduction in 1971. 40 of these old posters have been seen on the streets in recent weeks. They include subjects such as the one from 1920, which shows a neglected nursery with a baby that has fallen out of bed. Accompanied by the comment: "The mother is doing politics! Women's suffrage and voting rights NO." This week, we noticed that the posters have been pasted over. In a pink bar emblazoned across the subjects, the text reads: "Over 60% of Swiss women still vote as they did many years ago: Namely, not at all. Women, go to the ballot box." eAdvertising is supporting the campaign with e-boards at Zurich main station. (pan)
