SUSTAINABILITY Coop is now summarizing its commitment to greater sustainability under the motto "Actions not words". For over 25 years, the retailer and its partners have been committed to sustainable consumption, environmental protection and social issues. 

"To improve the future, we have to do something here and now. This conviction has guided us at Coop for many decades. "Actions not words" drives us to do even more for people, animals and nature," says Joos Sutter, Chairman of the Coop Management Board.Online platform taten-statt-worte.chThe more than 250 sustainable deeds were numbered and published on the online platform deeds-instead-of-words.ch for whose interactive conception, implementation and content Goldbach Interactive and YJOO Communications are responsible for the new communication presence. For the new communication presence, the advertising agency Havas Worldwide Zurich This "database of deeds" forms the heart of sustainability communication and not only provides an overview of Coop's commitment, but also brings the individual measures to life with facts and figures as well as multimedia content such as images and videos. The website is constantly being expanded, as new measures are constantly being added. And it is supplemented by the "Principles and topics" section, which provides in-depth background information for interested parties, as well as the "Current and future" news stream.Actions instead of words in Coop newspaper, on posters, print subjects and in TV commercialsThe deeds for people, animals and nature can not only be discovered online on the website, the Coop newspaper also reports weekly on new measures in the "Deeds not words" section. In addition, the actions play a central role on the posters and print subjects as well as the TV commercials. Whether it's about sustainable fishing, fairly and organically produced clothing, exercise for animals, Ünique vegetables or Fairtrade, the five TV commercials tell short stories about Coop's commitment to sustainability. Coop. The focus is always on people, such as the inhabitants of a fishing village or children playing while shopping. The honest and light-hearted approach to the fundamentally serious topics makes some of the most remarkable deeds emotionally accessible.PrintsubjectsThe nine print subjects also pick up on lesser-known deeds in words and images. They address both general commitments, such as animal-friendly husbandry, as well as specific actions, such as the fact that Coop only offers fresh pineapples from fair trade. The pictures are taken from real life and show Coop's commitment.POS measures and online bannersTV commercials, posters and print subjects are flanked by various POS measures and online banners.

Self-help The trade journal Der
labor market has been giving media people a second chance for ten years,
if they have lost their job. Editorial director Gery Nievergelt also sees opportunities for advertisers. WW: Who reads the trade journal Der Arbeitsmarkt? These are people who are professionally involved with the topics
work and employment, i.e. employees working in
Labor market authorities, HR specialists or career counselors. They are joined by
more and more young people who want to advance in their careers
want
WW:
What are typical topics in the paper? Nievergelt:
In a society that defines itself so strongly through work, the
pool of relevant stories is almost inexhaustible - if you can find the
has a feel for it. For example, we were the first to talk extensively about the
planned underground railroad station Porta Alpina, researched the
even before the escalation of the labor dispute in Reconvilier,
revealed the questionable practices in the awarding of construction contracts.
Of course, we report regularly on the situation on the
labor market in Switzerland and neighboring countries.
WW:
The labor market is also one of the areas covered by the State Secretariat for Economic
(Seco) national program for temporary employment
unemployed media professional. What is more important, the product or the
Nievergelt program:
Both are important, and that's what makes the task so interesting.
On the one hand, our subscribers expect a good paper every month.
On the other hand, we have a legal mandate to ensure that the
transcribers employed for a maximum of six months at the
reintegration into the labor market.
WW:
And it succeeds?Nievergelt:
This works in many cases. Because with current text samples or
participants can draw attention to themselves in the program.
and the labor market has now become the norm in many editorial offices.
known. Last year, 60 percent or six out of ten
participants a new job.
WW:
How great is the demand for such temporary internships?
We currently have a waiting list, as the offer is limited to a maximum of
limited to twenty places per year. However, there have also been editions that
we realized with only six participants.

WW: Who is applying?Nievergelt:
On the one hand, these are experienced media professionals from the
have lost their jobs for a variety of reasons. On the other hand
More and more unemployed people who are considering entering the
flirt with journalism. We have to make it clear to them that we probably
We can offer further training, but not education. You just become
not a journalist in the blink of an eye.
WW:
What criteria are used to select the applicants?
We, i.e. program manager André Häring and I, are working with the
We carry out actual assessments of applicants. For us
It is crucial to support those affected in their search for a professional
perspective. This may or may not be in the direction of
journalism. If the potential is not there, we reject the
applicants, but are looking for alternatives together.
WW:
Are there also applicants from the world of advertising?Nievergelt:
Yes, there are PR experts who have tried their hand at journalism.
want to try - and as a rule return to their home country
return to their traditional profession. But above all, we have always
more frequently with unemployed graduates of universities of applied sciences who
trained there to become communication professionals and now realize that
that nobody was waiting for them because they didn't have enough
profile.
WW:
In other words, too many communication specialists are being trained today?Nievergelt:
Too many communications experts, but too few good journalists. We
are often amazed at how little these people know after a successful
know about the profession.
WW:
The project also has potential beyond the original idea in a
A time of a changing labor market. Are there any plans for expansion?
I am convinced that an informative and very useful
generating monthly magazine about work, employment and training
could also be commercially successful here in Germany, not least
This is because the established business journals prefer to focus on the
stock winners and luxury. But we are not on
the free market.
WW:
What are your personal goals with the labor market?
We have no money for advertising, but we have a good product. If it gives us
If we succeed in making this even better known, I will be satisfied.

Interview: Andreas Panzeri

Shelter for unemployed media professionals
Der Arbeitsmarkt is the Swiss trade journal for labor and employment.
employment and, at the same time, one of the State Secretariat for Economic
(Seco) national program for temporary employment
unemployed media professionals. The jobindex media
AG is published ten times a year in German and English.
French language. The first edition appeared exactly ten years ago
years, the total circulation today is 2900 copies with around 1500
Subscribers.

Editorial director Gery Nievergelt began his journalistic career in
Career at the Cortesi press office in Biel/Bienne. Among other things, he was editor at the
Schweizer Illustrierte, Head of Department at SonntagsZeitung and
Head of copywriting at Annabelle. He writes columns and worked at the MAZ.
Since 2004 he has been editorial director at
Labor market.      

Agencies An oversized blood bag with the text "Bloodletting in the advertising scene" can be seen on large-format posters in Zurich. It's not just the eye that hurts. Another bruise in the advertising scene?pah! Pure deception! The Zurich advertising agency Red Cell is presenting a completely different kind of bloodletting. The resolution of the teaser campaign can be viewed on the homepage www.unsere-spende.ch - and is astonishing: the thoroughbred advertisers from Red Cell have undergone a joint energy boost. "We played down our nervousness and donated blood as a team," can be read on the agency's homepage. Red Cell not only lives up to its own name - after all, red blood cells are responsible for generating energy in the circulatory system - but also demonstrates action instead of words. "In a sluggish economic environment, a creative adrenaline rush is the only way to get things moving!" And, of course, the newfound oxygen in the blood should also go crazy for new ideas. Red Cell Zurich is part of the WPP Group's Red Cell Network, which was founded two years ago.