Ruf Lanz: New fundraising campaign for the Mühlehalde home for the blind
The Mühlehalde Residential Home for the Blind has surprised everyone with a new campaign by Ruf Lanz. Once again, the elderly residents take center stage. They pose boldly as Santa Clauses and Christmas angels—right in the middle of summer!
The fundraising campaigns of Zurich's Mühlehalde home for the blind are legendary. In a TV commercial that won many awards, the elderly residents once sang the hit song of the blind world star Stevie Wonder: "I just call to say I love you". With charm and wit, but without Stevie Wonder's singing skills. Because not all blind people can earn millions by singing. In 2015, on the occasion of the 50th anniversary of Swiss television advertising, the public voted the spot the most popular commercial of all time.
In the new fundraising campaign, 96-year-old Cécile Nicolussi poses as a Christmas angel, 89-year-old Alfred Tyrluch as Santa Claus and 92-year-old Helena Frey in a festively decorated Christmas tree outfit. The campaign will start on June 1 with posters in Zurich and will also be distributed virally. Like previous campaigns, it was conceived by the Ruf Lanz creative agency. Andrea Libardi, Head of Fundraising and Communications at the Mühlehalde Foundation, says: "Together with Ruf Lanz, we want to continue to open hearts and wallets with surprising ideas."
Markus Ruf, co-owner and creative director of Ruf Lanz, says of the new unusual idea: "People are particularly keen to donate during the Christmas season. But then almost all charitable organizations advertise, and a fierce cut-throat battle breaks out. That's why we're now simply bringing Christmas forward six months and getting people in the mood to donate as early as June with a wink."
The Mühlehalde Foundation is dependent on donations every year. This is because the additional costs for the specific care services are only partially covered by the public purse and the care tax, which is paid by the residents.
Responsible at the Mühlehalde home for the blind: Andrea Libardi (Head of Fundraising and Communication), Heidi Thomi (Fundraising and Communication), Bernard Rasper (Chairman of the Executive Board, Head of Residential Home), Monika Leemann (Member of the Executive Board, Head of Mobile), Cécile Nicolussi, Helena Frey, Alfred Tyrluch (models and residents of Wohnheim Mühlehalde). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Director), Florian Birkner (Text), Colette Magnin (Consulting). Photography: Jonathan Heyer, Image editing: Pixelpolish, Styling: Damaris Eigenheer, Hair and make up: Matteo Leone, Production: Dhondup Tersey (All In Production).
