Piñata Relations and Rotauf Uncover PFAS Contamination in the Alps
The Graubünden-based outdoor brand Rotauf and the agency Piñata Relations have shed light on PFAS pollution in the Alps through a national media campaign. The investigations revealed traces of these «forever chemicals» at all locations—even on the Matterhorn.
Scientific investigation as a basis
In collaboration with the newly founded agency Piñata Relations, the Graubünden outdoor brand ROTAUF has for the first time tested various high alpine and alpine locations on PFAS (per- and polyfluorinated alkyl compounds) investigated. The results are alarming: traces of the so-called "eternal chemicals" were detected at all sampling points, including well-known natural sites such as the Matterhorn and the Morteratsch Glacier.
The scientifically sound results and impressive images and video footage of the samples taken formed the basis for a national media campaign. The coverage was well received in all parts of the country and resulted in over 30 media reports. Leading media such as 20 Minuten, Tages-Anzeiger, RTR, 20 minutes, 24 heures and tio took up the issue. Sports magazines, sustainability portals and environmental organizations such as WWF Switzerland also joined in the coverage.
Strategic combination of PR and social media
As part of the campaign, Rotauf positioned itself as a pioneer in terms of sustainability by pointing out that it has been consistently using PFAS waived. The current social media campaign ties in with the media coverage in terms of content and visuals and promotes the launch of the new PFAS-free winter collection.
Responsible for Rotauf: Christian Binkert, Remo Frei, Daniel Meeh, Jessica Fehr Responsible at Piñata Relations: Stefan Erdin (overall responsibility, creative direction, PR) Other responsible parties: Lukas Wietlisbach (Art Direction), Valentin Müller (Film), Gusmo (Photography), Daniel Meeh (Graphics), David Müller-Omachlik (Media), Stefan Schiesser (PR-Distribution)
