The development organizations HEKS, Fastenaktion and "Partner sein" have been running the ecumenical campaign for over 50 years, which draws attention to social injustice throughout Switzerland in the six weeks before Easter.
As part of a national pitch, Erdmannpeisker defended the mandate for communication over the next three years. The new campaign cycle is under the communication umbrella "Right to land and food" and highlights the causes and consequences of hunger.
2025 focuses on the effects of hunger. Under the headline "Hunger is eating the future", the focus is not on combating the acute hunger crisis in the short term. Instead, the focus is on the long-term effects of malnutrition and hunger.
The campaign works with a surprising break in the narrative: the commercial begins as a success story with an authentic interview with a young and successful doctor from Dakar who has fulfilled her life's dream. In the middle of the interview, a piece of the film image is suddenly bitten off and the campaign slogan appears. The visual shock moment sticks and stages the main message in a surprisingly dramatic way.
Responsible at the Ecumenical Campaign: Elke Fassbender (Co-Head of Campaigning, Ecumenism, Church at HEKS), Matthias Dörnenburg (Head of the Ecumenical Lenten Campaign). Responsible at Erdmannpeisker: Gabriel Peisker (creative director), Selina Helbling (consulting), Christina Weisser (art direction), Christian Bobst (photography/film), Felix Schregenberger (image editing), Cyril Gfeller (motion design), Audioflair Tonstudio (voice over/sound design), Zauberküche (media planning).
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HEKS, the aid organization of the Swiss Protestant Reformed Church, supports socially disadvantaged people in Switzerland in taking an active and self-determined part in society. For example, with language courses, access to the job market and a wide range of opportunities to meet people. But inclusion concerns us all, because it begins in everyday life. Be it in the stairwell, in the laundry room, on the playground, in the supermarket or on the street - it is often small things that make a big difference. Namely, whether someone feels accepted and accepted or excluded.
To draw attention to this, Wunderman Thompson's new campaign for HEKS aims to find out what everyone can contribute to more inclusion in everyday life. By not talking about people, but with people. The campaign was also created precisely according to this motto: All the statements in the TV spots, posters and digital ads come from people with different backgrounds and life stories, whom we asked at HEKS workshops in German- and French-speaking Switzerland what makes them feel like they belong. Those who wanted to become part of the campaign with their own statement were then invited to the film shoot.
You only see a part of each person's face, in the form of a speech bubble. Little by little, these come together to form a common face. In keeping with the motto: Let's not talk about each other, but with each other. All advertising material leads to the Landing pagewhere you can enter your own experiences and suggestions and be inspired by the other contributions on how each of us can live inclusion in everyday life. The campaign is now on TV, online and on the street.
Responsible at HEKS: Hanspeter Bigler (Head of Communication & Mobilization), Corina Bosshard (Campaign Coordinator), Andrea Oertli (Campaigner Inclusion), Brigitte Roth (Head of Marketing/Fundraising), Taoufik Alami (Team Leader Public Fundraising), Anne Geiger De Feo (Responsable Communication Suisse Romande). Responsible at Wunderman Thompson: Marika Magnuszewska (Art Direction), Julia Staub (Text), Stephan Lanz, Robin Triet (Consulting), Aurora Wilde, Jenna Davis (Graphics), Pablo Blumer (Animation), Kim Prinzing, Kathrina Seiler, Curdin Montalta (DTP), Swen Morath (Co-CEO). Shining Film AG: Caroline Braun, Dimitri Siegrist, Yanik Zollinger (Production), Hannah Dobbertin (Direction), Elia Grunder (Camera & Photography), Gian Niggli (Assistant Camera), Jan Hänggi (Gaffer), Mourad Keller (Sound), Mira Luna (Make Up), Vera Gut (2D Animation), Simon Hardegger (Colorist), UKO (Recording and Mix).
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The consequences of the Corona pandemic are widening the gap between rich and poor, also in Switzerland. The number of long-term unemployed people has tripled. Precariously employed people and sans papiers have fewer opportunities to earn money. Lonely people have become even lonelier. And all this has gone largely unnoticed by the public. The new campaign for HEKS shines the spotlight on these problems and literally puts them at the center of society.
According to a population survey conducted by HEKS with more than 1000 participants, the respondents think that gastronomy, culture and event industry as well as elderly people and children have suffered the most from the pandemic. The reason may be that the challenges of these populations were very present in the media during the crisis. However, the problems of people on the margins of society are in the "blind spot" of the population because of the lack of touch points and also the lack of media coverage. HEKS' new domestic campaign aims to change this - by making the social consequences of Corona publicly visible and thereby creating solidarity in society.
Spotlight on the social consequences
The campaign shines a spotlight on the problems of people on the fringes of society. And it does so by using a spotlight that exists in the middle of Zurich: The light installation on Heimplatz, where colored light dots scan the surroundings in the evening. At places where the colored points of light move over it, authentic settings were set up that are representative of the problems of those affected. For example, a sparsely furnished kitchen with a refrigerator that often lacks even the most basic necessities. The films bring three touching scenes to the public's attention, as they are currently happening thousands of times throughout Switzerland as a result of the Corona crisis. The urgent message is: Look now and help.
Campaign calls for a closer look
All advertising media lead to the landing page Heks.ch/lookwhere you can find detailed information and personal stories about the respective HEKS projects. Everyone can help to improve the situation of the people affected in Switzerland by making a donation or submitting a petition.
The campaign can now be seen on TV, via online and social media ads, advertisements and posters. In addition, around Refugee Sunday on June 18, 2022, donation flyers, posters, and social media ads will be used to match the campaign.
Responsible at HEKS: Hanspeter Bigler (Head of Communications/Marketing), Brigitte Roth (Head of Marketing/Fundraising), Nina Fink, Andrea Oertli (Domestic Theme Officer). Responsible at Wunderman Thompson: Swen Morath (Co-CEO), Marika Magnuszewska (AD), Julia Staub (Text), Saskia Kremser (Strategy), Stephan Lanz, Nadine Treier (Consulting), Kim Prinzing (DTP). Shining Film AG x Color Film: Laurent Arber, Florian Brunner (production), Hannah Dobbertin (direction), Elia Grunder (camera), Lea Hättenschwiler (set design), Nicolas Bechtel (editing), Simon Hardegger (color grading), Leonardo Sanfilippo (supervision). Photography: Jonathan Heyer.
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The aid organizations "Bread for All" and Heks have merged because, as organizations of the Protestant Reformed Church, they want to complement each other in their work and have a holistic impact. The merger is intended to create an effective and efficient work that can sustainably exist in an increasingly competitive market. Together, they can enter a changing future stronger than before and thus stand up for their goals and values in the long term.
A pitch was invited for the new appearance of the merged relief organization. The task was to find a name that does justice to both sides and continues the success story and trust. In the next step, the name is to be visualized with a new logo that communicates the merger naturally and concisely.
Erdmannpeisker was able to convince in the pitch with a clearly structured clarification and a simple solution. In the newly developed approach, the agency combines the different, concise and learned elements of the two logos into a whole. Heks is the name of the merged relief organization and "Brot für alle" was added as a claim to the name. The six eras of "Bread for all" were newly integrated into the Heks logo. This resulted in a sensible and concise combination, which should also be easy to use in implementation and demonstrate a clear commitment to the merger.
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The two aid organizations have important brand management decisions to make this year. To this end, they invited two agencies to pitch at the end of 2019. According to the press release, Erdmannpeisker impressed the charities with a clearly structured clarification and a surprisingly simple solution.
A Syrian computer scientist who works in the hospital kitchen. A Cuban dentist who earns his income in railroad catering. Around 50,000 qualified migrants live in Switzerland, many of whom work in jobs for which they are overqualified. Or they do not find work at all. This is because their diplomas are often not recognized.
To draw attention to this domestically untapped potential of experienced professionals, Y&R Group Switzerland unceremoniously degraded diplomas to sausage paper and sold the diploma sausages in Mrs. Gerold's garden. The resulting video is being distributed on various online platforms.
The campaign refers to the website www.chancen-geben.ch, where qualified migrants present themselves like on a job exchange. Interested employers can contact them via HEKS and thus give them a chance to put their acquired knowledge and talent to good use. HEKS supports and accompanies interested employers in this process.
Responsible at HEKS: Hanspeter Bigler (Head of Communications), Andrea Oertli (Campaign Coordination), Annika Lilliestam (Corporate Cooperations), Olivia Payo (Social Integration Unit), Sabine Buri (Picture Editing), Monika Zwimpfer (Advertising), Constance Marschan (Content Management), Dieter Wüthrich (Media). Responsible at Y&R Group Switzerland: Swen Morath (CCO), Susanne Weeber (Senior AD), Julia Brandstätter, Natasa Maricic (Text), Kevin Zysset (AD), Arlena Adrian (Consulting), An Le (DTP), Markenfilm (Production), Jingle Jungle (Sound).
The aid organization Heks is committed to helping refugees in Switzerland and abroad. In various indoor swimming pools in Switzerland, signs have been placed underwater at the end of the pool to draw attention to the plight of boat people in an emotional way by "simulating" the situation in which people find themselves when they cross the sea. The signs congratulate all those who have made it to the other side. Whereas many boat people do not.
Responsible at Heks: Hanspeter Bigler (Head of Communications). Responsible at Y&R Group Switzerland: Markus Gut (CCO), Swen Morath (CD), Sonja Gross (AD), Stephanie Assfalg (AD), Selina Egger (consulting).
According to the press release, the "Give a Gift of Help" campaign is specifically aimed at young target groups who do not feel very addressed by the usual appeals for donations. The two new subjects developed by Advico Young & Rubicam, featuring a cow and a flock of ducks, will be used in various media from October 17.
Responsible at the Heks: Hanspeter Bigler (Head of Communications), Ruedi Lüscher (Promotions/Events), Annelies Hegnauer (Head of Marketing/Fundraising). Responsible at AY&R: Markus Gut (CCO), Martin Stulz, Dominik Oberwiler (CD), Lukas Wietlisbach (AD), Alexandra Rapeaud (graphics), Elias Zurbuchen (DTP), Marietta Mügge, Marion Lim (text), Pascal Trütsch, Kerstin Schnyder (consulting), Raphaela Pichler (photography), Aschmann Klauser (image editing).
