TBWA: Pro Juventute saves lives

After an intensive examination of the organization as well as the Pro Juventute brand and its products/services, a flagship approach was chosen and a new national campaign was conceived. With this campaign, Pro Juventute draws attention to the topic of youth suicide and the emergency number 147. TV was chosen as the lead medium.

Taking into account tight financial constraints, the agency worked on an easy-to-implement idea that is emotionally catchy, according to a statement from the agency. In collaboration with Markenfilm and its director Stefan Usteri, a spot was created that is not only touching, but is also intended to generate donations. The TV spot has been broadcast since September 19, 2011 on national and regional TV channels in all three parts and languages of the country. The spot is supplemented by various BTL measures.

Suicide is the second most common cause of death among Swiss adolescents. This means that our country has one of the highest youth suicide rates in Western Europe. Despite this sad fact, the subject is taboo, the agency said. Pro Juventute supports children and young people throughout Switzerland with their parents on their way to becoming self- and socially responsible personalities, it said. With "Beratung + Hilfe 147," the organization offers anonymous and free support around the clock to young people seeking help by phone, SMS or chat. The professional counseling regularly saves young people from suicide.

Responsible at Pro Juventute: Beatrice Hubschmid (Head of Brand Management), Marianne Affolter Baumgartner (Head of Communications). Responsible at TBWA\Zurich: Frederick Rossmann (CD), Natasa Maricic (text), Christina Bürgin-Hengstmann (agency producer), Daniel Rickert (strategy), Matthias Kiess, Danijel Sljivo (consulting). Responsible at Markenfilm Switzerland: Uli Scheper (Executive Producer), Stefan Usteri (Director), Holger Diener (Camera), Mikis Meyer (Sound Design), Jingle Jungle (Voice Over).