No to Bunker Switzerland
The SFH and Publicis strongly appeal to Switzerland's humanitarian tradition
SFH and Publicis make an urgent appeal to Switzerland's humanitarian traditionBy Simone Keller In just under two months, Swiss voters will decide on an SVP initiative calling for a massive tightening of the asylum law. To ensure that persecuted people in this country can continue to count on help and asylum, Swiss Refugee Aid is campaigning for a clear "no" on voting Sunday with a Publicis campaign.
When the Swiss electorate casts its vote on the SVP's asylum initiative in the ballot box on November 24, there will be far more at stake for Switzerland than just stricter regulations on refugee policy. A Yes to the SVP's demands would break with the tradition of Swiss humanity and sharpen the image of an island surrounded by barbed wire.
In view of Switzerland's tarnished image abroad, a positive vote would be tantamount to self-mortification. And this only two months after Switzerland succeeded in repairing most of the damage by officially joining the UN.
No wonder, then, that the Federal Council and parliament are urging voters to reject the initiative. They argue that the third-country regulation called for in the initiative text is not feasible in this form and that most of the financial requirements have already been applied in practice or in the revised Asylum Act.
The Swiss Refugee Council's (SFH) opposition is not primarily motivated by the image aspect: as the umbrella organization operates on behalf of its members Caritas, Heks, Swiss Workers' Relief Association, Swiss Red Cross and Swiss Jewish Welfare Association as an "advocate for refugees vis-à-vis the federal government and the public", its focus is on the impact on the people affected. And in the organization's view, these would worsen massively.
Campaign content circumvents TV ban on political advertising
Although it is unlikely that the SVP initiative will be accepted, the SFH wants to raise awareness of the issue of refugees among the Swiss population in the run-up to the vote. In doing so, it was particularly important to reduce the complex topic to one key message.
The delicate implementation was entrusted to Publicis, Zurich, which was venturing into unfamiliar territory. The agency has not yet done any political advertising at national level and is unlikely to do so again, according to CD Daniel Krieg. After all, an agency is politically and denominationally neutral. "But in this particular case, we told ourselves that this was for a good cause," Krieg continues. And basically, the content is also neutral.
The team developed
five subjects for advertisements and posters that use different approaches to address the various core target groups. On the one hand, the external view is illuminated: How will Switzerland present itself if the initiative is accepted? The Swiss cross, once on a brown background, once barricaded with wood, provides the answer: right-wing and boarded up.
These two visuals will be used in an initial phase in October and are primarily aimed at institutional and political circles. By contrast, the "I'm staying out" subjects address the internal aspect, as the CD explains. "It's about what you and I would be like if we accepted these demands," he continues, summarizing the image in one word: "Contemptuous of humanity". This is primarily intended to appeal to the general electorate and encourage them to reject the initiative. In addition to the advertisements in all Sunday titles, a TV spot is also being used.
However, since political messages are prohibited by law on television, the focus is on the organization's image and the communication of its basic attitude.
"Those who exclude others lock themselves in" is the headline, impressively illustrating the SFH's concerns with a bunker Switzerland. The advertisement will run alongside the ads on all SRG stations and is intended to support the referendum campaign.
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When the Swiss electorate casts its vote on the SVP's asylum initiative in the ballot box on November 24, there will be far more at stake for Switzerland than just stricter regulations on refugee policy. A Yes to the SVP's demands would break with the tradition of Swiss humanity and sharpen the image of an island surrounded by barbed wire.
In view of Switzerland's tarnished image abroad, a positive vote would be tantamount to self-mortification. And this only two months after Switzerland succeeded in repairing most of the damage by officially joining the UN.
No wonder, then, that the Federal Council and parliament are urging voters to reject the initiative. They argue that the third-country regulation called for in the initiative text is not feasible in this form and that most of the financial requirements have already been applied in practice or in the revised Asylum Act.
The Swiss Refugee Council's (SFH) opposition is not primarily motivated by the image aspect: as the umbrella organization operates on behalf of its members Caritas, Heks, Swiss Workers' Relief Association, Swiss Red Cross and Swiss Jewish Welfare Association as an "advocate for refugees vis-à-vis the federal government and the public", its focus is on the impact on the people affected. And in the organization's view, these would worsen massively.
Campaign content circumvents TV ban on political advertising
Although it is unlikely that the SVP initiative will be accepted, the SFH wants to raise awareness of the issue of refugees among the Swiss population in the run-up to the vote. In doing so, it was particularly important to reduce the complex topic to one key message.
The delicate implementation was entrusted to Publicis, Zurich, which was venturing into unfamiliar territory. The agency has not yet done any political advertising at national level and is unlikely to do so again, according to CD Daniel Krieg. After all, an agency is politically and denominationally neutral. "But in this particular case, we told ourselves that this was for a good cause," Krieg continues. And basically, the content is also neutral.
The team developed
five subjects for advertisements and posters that use different approaches to address the various core target groups. On the one hand, the external view is illuminated: How will Switzerland present itself if the initiative is accepted? The Swiss cross, once on a brown background, once barricaded with wood, provides the answer: right-wing and boarded up.
These two visuals will be used in an initial phase in October and are primarily aimed at institutional and political circles. By contrast, the "I'm staying out" subjects address the internal aspect, as the CD explains. "It's about what you and I would be like if we accepted these demands," he continues, summarizing the image in one word: "Contemptuous of humanity". This is primarily intended to appeal to the general electorate and encourage them to reject the initiative. In addition to the advertisements in all Sunday titles, a TV spot is also being used.
However, since political messages are prohibited by law on television, the focus is on the organization's image and the communication of its basic attitude.
"Those who exclude others lock themselves in" is the headline, impressively illustrating the SFH's concerns with a bunker Switzerland. The advertisement will run alongside the ads on all SRG stations and is intended to support the referendum campaign.
AD Rating
Refugee aid campaign
Was the Concordia campaign just an interchangeable testimonial story? Not if you look at the ad rating. This week it's all about refugees and how Publicis is promoting their cause. For serious contributions and clicks, please visit www. werbewo che.ch/adrating
Concordia campaign
Top: 48,13%
Flop: 51,87%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments
