Republica Raises Awareness with a New Campaign for Pro Juventute: Minimalist Visuals Bring Unheard Stories to Light
The Pro Juventute Foundation is launching a national awareness and donation campaign together with the Bern agency Republica. The campaign focuses on the emergency number 147, which offers free and confidential help to children and young people in crisis situations around the clock.
Instead of dramatic images, the campaign relies on a reduced but strong visual concept: it shows the mouths of children and young people speaking - silently, although their lips are moving. The motif illustrates how many worries remain unheard if no one listens or offers help. The claim reads accordingly: "Without your donation, worries go unheard."
The multi-stage campaign will be played out digitally and in public spaces - on DOOH, OOH, display and social media channels. In the later phases, the personal stories of affected children are given greater prominence. Visitors are invited to actually hear the voices behind the visuals via a direct link to the donation page.
ads&figures, responsible for digital targeting and full-funnel optimization from the initial screening to the donation, is in charge of implementation. Programmatic advertising is used to address the target group via selected, brand-safe environments.
With this campaign, Republica and Pro Juventute want to show how important listening and support are in stressful life situations - and that financial contributions can make a direct difference.
The campaign was conceived under the direction of Bala Trachsel (Republica), Florian Birkner (Creative Direction) and Pascal Herzog (Art Direction). It was produced by Rockenfeller & Göbels.
For more information www.projuventute.ch and www.republica.ch.
