TBD: Fiction exposes reality
The TBD agency has launched a content campaign with renowned authors for the Swiss Insurance Association SIA.
Work and leisure are becoming increasingly intertwined. We are constantly checking emails, sending text messages, studying files, creating presentations and making phone calls. This leaves its mark. Many employees feel exhausted and are no longer able to relax properly in their free time. This has negative consequences for their health, performance and therefore the competitiveness of the company. The Swiss Insurance Association SIA has set itself the goal of raising awareness of the issue of work and leisure, particularly among managers. The aim of the campaign is to encourage people to think about the issue and subsequently initiate a discussion at management level.
The major challenge in designing such a campaign is that the mix of work and leisure time is highly individual, time-dependent and also industry-specific. It is therefore not possible to make generally valid statements. The TBD agency has therefore dispensed with a classic approach and instead developed a content strategy and campaign that neither gives managers tips nor lectures them. Instead, it uses amusing stories to uncover the modern working day, exposing and caricaturing the always-on culture.
Renowned authors take to the keys for the stories: Linus Reichlin, Milena Moser, Bänz Friedli, Peter Schnei-der, Michèle Roten and Thomas Meyer. New texts are published fortnightly on the website Switch-off-refuel.chwhere you can also find specialist articles, studies, links and background information on the topic alongside the columns. The columns are sent out as a free newsletter and also published exclusively in the Handelszeitung as a column advertisement.
Responsible at the Swiss Insurance Association: Heinz Roth (Head of Prevention and Health Promotion SVV). Responsible at TBD: Tom Seinige, Sandro Nicotera, Pascal Baumann (creation), Susan Bosshard, Sarah Gianesi (consulting), Remo Brunner (online), Christophe Vorlet (illustration), Filmerei (moving image). Responsible for technical content: Ursi Sydler (author and editor)-
