Kargo launches awareness campaign for Silbernetz Switzerland
The Bern-based communications agency Kargo has developed a comprehensive awareness campaign for the Silbernetz Schweiz association. The campaign draws attention to the free counseling service malreden.ch, which is aimed at people over the age of 70 who are struggling with loneliness.
Loneliness in old age is a silent suffering that affects many older people. To mark the 5th anniversary of Silbernetz Schweiz, the organization launched a targeted campaign in the canton of Bern to raise awareness of its free telephone counseling service, malreden.ch. Kargo Kommunikation handled the entire development and implementation process—from strategy and creative development to media planning.
Warm visual style with a clear message
At the heart of the campaign are two key visuals depicting an older man and an older woman. The tagline «Sometimes it’s not words we’re missing, but someone who will simply listen» captures the core message. The visual style is warm and dignified, and the message is direct and empathetic.
Media mix for the 70+ demographic
The media mix was deliberately tailored to the lifestyle of the target audience of older adults. Trained postal staff distributed 20,000 flyers directly to customers over the age of 70 at 45 post offices in the canton of Bern. Livesystems screens in the post offices reached over 500,000 people. Hundreds of doctors’ offices in the canton of Bern received a personalized mailing with posters and Post-it notes in the spirit of social prescribing.
Radio spots on neo1 and Radio BeO, as well as advertisements in 16 local newspapers in the canton of Bern and an ad in Coop’s puzzle supplement, rounded out the mix. Social media ads on Facebook and Instagram were also specifically targeted at the 70+ demographic. Since the campaign is modular in design, it can be expanded to other cantons at a later date.
Free and Anonymous Counseling Service
malreden.ch is a telephone support service for older adults in Switzerland. Trained volunteers listen, offer their time, and help foster social participation. The service is free, anonymous, and confidential—available at 0800 890 890, daily from 9 a.m. to 8 p.m., with no registration required and no barriers to access. malreden.ch is run by the nonprofit organization Silbernetz Schweiz, based in Bern, and supported by Health Promotion Switzerland, the Canton of Bern, and several foundations.
Person in charge at the Silbernetz Association: Eve Bino and Sylviane Darbellay (Co-Directors, Founders), Miriam Pfeiffer (Project Coordinator), Eva Zwahlen (Communications). Responsible at Kargo: Fabia Dellsperger (Strategy, Concept, Art Direction), Nicole Balsiger-Gerber (Strategy, Media Concept, Campaigning, Coordination), Onaquel Herbas (Graphic Design).
More information: kargo.ch
