Traditionally, only the Swiss cross or a cantonal coat of arms are thrown in Switzerland. To mark the 30th anniversary of Zurich Pride, the Boston Consulting Group and Jung von Matt Limmat are throwing a Pride flag into the air under the motto "Cheers to 30 years of rainbows". Together with 40 Swiss companies, BCG wants to stand up for a society in which freedom and equality apply to everyone. By declaring Zurich Pride a Swiss tradition as part of the campaign, the participating companies are emphasizing that the LGBTQ+ community is part of the country's folklore.

"We are colorful - We are Switzerland"

Switzerland, known for its deeply rooted values of freedom, serves as a symbol of the unshakeable conviction that these freedoms must apply to everyone without restriction. The aim of this year's campaign is therefore to win over people who are not yet convinced of the importance of openness towards a diverse community: "In the anniversary year of the Zurich Pride Festival, we want to express our support and solidarity with the LGBTQ+ community in a powerful and visible way," explains Joachim Stephan, Managing Partner BCG Switzerland.

BCG works with many LGBTQ+ organizations around the world to ensure inclusion in the workplace and in society as a whole. BCG's own Pride Network was founded over 25 years ago and now has more than 1100 members in around 45 countries.

A joint celebration of diversity

"By confidently claiming to be part of Switzerland's cultural heritage, we are expressing our claim that people from the LGBTQ+ community are just as much a part of Switzerland as its folklore. And that the freedom that our country proverbially stands for should really apply to everyone," explains Marco Meroni, Creative Director PR at Jung von Matt Limmat.

Responsible at BCG: Joachim Stephan (Managing Partner BCG Switzerland), Barbara Naef (Head of Marketing and Communications Switzerland), Jaray Fofana (Marketing Intern). Creation and implementation of the campaign: Jung von Matt Limmat. Realization: Blish. Partners:inside: Scanwork, Setaprint.

The fact that companies openly show support for pride parades is well received by the population: almost half of the population (48%) are in favor of companies publicly supporting pride parades. Meanwhile, approval among queer respondents was 70 percent, and 45 percent among non-queer respondents.

Corporate involvement in Pride parades is particularly popular in the 15 to 29 age group - 52% of them are in favor. In the 30 to 44 age group, the figure is still 50 percent, while this support drops to 43 percent in the oldest age group surveyed, 60 to 79-year-olds, for example.

International brands are the best fit for Pride

It is therefore hardly surprising that brands operating in Switzerland repeatedly associate themselves with the topic of Pride, usually on the occasion of Pride Month. According to the Swiss population, Coca-Cola (top 3 on a scale of 1 to 10: 33%), Netflix (top 3: 33%) and Zalando (top 3: 31%) are particularly well suited to Pride parades. The highest-placed traditional Swiss brand is SBB (top 3: 22%), followed by Rivella (top 3: 21%) and Twint (top 3: 20%). The cantonal banks (Bottom 3: 36%), Raiffeisen (Bottom 3: 35%) and Thomy (Bottom 3: 34%), among others, are perceived as less suitable.

The population-representative survey was conducted by Yougov Switzerland from May 24 to 27, 2024. For this purpose, 1,260 people aged between 15 and 79 were surveyed via online interviews in Yougov's Swiss panel.

To emphasize that William Tell would be at the forefront of Zurich Pride in 2023, he was brought back to life using artificial intelligence. Thus, thanks to ChatGPT, Switzerland learns which speech he would give this year at the Pride demonstration parade.

The goal of this year's campaign is to convince especially those people of the openness towards a diverse community who are not yet. William Tell, the role model of this very conservative population, is intended to have an impact on this population group and make them think.

"I know exactly how important it is to fight against oppression."

In his speech, William Tell speaks about the relevance of a diverse Switzerland and says: "I believe that every human being has the right to live his love". As a Swiss pioneer in the fight for freedom and justice, Willhelm Tell is thus also a relevant voice against oppression and discrimination in 2023.

The speech of the Swiss national hero was published in full on Saturday as an advertisement in the Zurich Pride newspaper. New Zurich Newspaper to read. Likewise, it will be presented - on behalf of all participating companies - by Rubén Alejandro Ramirez, Group Head Diversity and Inclusion at Syngenta, in the evening at the official Zurich Pride rally on the Kasernenarel and recited by an AI-generated Wilhellm Tell voice.

Quotes from the speech will be published at DOOH locations in all major cities throughout Switzerland - in keeping with Tell's three central motifs: freedom, courage and standing up for the weak. Around ten communities, which two years ago were the most vehemently opposed to "marriage for all" by 70 percent or more, will also experience the campaign up close. Thus, Wilhelm Tell's words appear on the barn at the entrance to the village, on a billboard opposite their village pub, or travel along their streets on buses.

Responsible at BCG: Felix Gonzalez (PA Marketing Strategy Manager), Joachim Stephan (Managing Partner BCG Switzerland), Julian Glaeser (Consultant), Elisa Julia Zoccolillo (Communications intern). Responsible at Jung von Matt Limmat: Michel Nellen (Creative Amplification Direction), Natalie Friedrich (Art Direction), Wolfgang Bark (Managing Creative Director), Luitgard Hagl (Managing Creative Director, Agency Lead). External partners:inside: Blish, Scanwork, Setaprint.

"trans - living diversity" is this year's motto of Zurich Pride. The month and the events taking place during it are intended to draw attention to the challenges faced by trans people in Switzerland.

BCG's annual workplace diversity and inclusion campaign launched in 2020 also focuses fully on the situation of trans people in 2022 and advocates for a tolerant workplace where diversity is prioritized and effectively practiced.

This year's statement is supported by 30 companies. According to BCG, that is more than ever before. They include ABB, Bayer, Credit Suisse, Google, Microsoft, OC Oerlikon, SBB, Swisscom, UBS and Zurich.

A DOOH campaign launching on Monday kicks off the campaign, which will run throughout Pride week until June 19. The nationwide campaign shows - in addition to the key visual - employees of the participating companies holding the poster for better trans rights in their hands. In this way, the campaign underscores the part each individual plays in championing the issue.

When the Pride Demo parade passes through Zurich on June 18, the key visual "Trans Rights are Human Rights" will appear as a full-page ad in the same day in the NZZ present. The highlight: The ad can also be converted into a demo banner. At the demo move itself, which can take place physically again after three years, the campaign is also present on APG screens.

The campaign was developed by Jung von Matt Limmat. Blish was in charge of the campaign photos and media realization. The campaign was created in cooperation with the "trans" working group of Zurich Pride. In close exchange, an action was thus created that corresponds to the sense of the community and stands up for what is central at this year's Pride.