Pro Senectute Canton Zurich offers a wide range of services in the areas of pensions, meetings, administration and care. Around 300 employees and 2,800 volunteers provide this service in the canton of Zurich.
The Swiss population is getting older and older, which means that the need for selective support for senior citizens is also increasing. The foundation is responding to this development with a targeted campaign that draws attention to the many opportunities for volunteering. On behalf of the organization, Yellow worked on a campaign to motivate people aged forty to sixty and over to get involved.
Based on studies and the experience of Pro Senectute Canton Zurich, the agency recognized that self-determination is the primary goal for the target group in their own old age. From this, Yellow developed the central idea and focused on the many opportunities for volunteering. The subjects show senior citizens formulating specific tasks for which they need support. The portraits are full of character and convey respect and equality rather than neediness. In this way, the campaign raises awareness for a self-determined life in old age and shows potential volunteers how diverse and effective volunteering can be.
The cross-media volunteer campaign can be seen in local newspapers and online via geotargeting in the Zurich area.
Responsible at Pro Senectute Canton Zurich: Monica Flückiger (Head of Marketing and Communication). Agency: Yellow. Media: Sir Mary.
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As a charitable foundation, Pro Senectute Canton Zurich has been committed to the well-being of older people for over 100 years. It offers senior citizens a wide range of services to enable them to lead a self-determined and dignified life. The foundation promotes independence and quality of life in old age with leisure activities, administrative support and care at home as well as personal advice and pension provision.
The image campaign developed by Rebel Communication focuses on true-to-life insights into the everyday lives of older people. Instead of the usual clichés of old age, inspiring moments from the lives of senior citizens are shown. Authentic imagery is used to emphasize the diversity of the services offered by Pro Senectute Canton Zurich and at the same time convey the positive attitude to life of the people portrayed.
With its campaign, the foundation wants to raise awareness of its commitment and get even more senior citizens interested in its services.
Responsible at Pro Senectute Canton Zurich: Monica Flückiger (Head of Marketing and Communication), Monika Keller (Team Leader Marketing Communication). Responsible at Rebel Communication: Kris Goricanec (overall responsibility and text), Teresa von Einem-Roth (art direction), Sina Grass (creation), Martino Beretta (creation), Jennifer Isele (consulting).
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Every third person over the age of 85 in Switzerland spends their birthday alone. Pro Senectute's current campaign emphasizes this with a touching TV commercial, among other things.
Very old people are significantly more frequently affected by loneliness than younger seniors aged 65 to 74. Lonely people suffer from a lack of personal relationships, which can have a serious impact on their health. The current campaign is intended to make it clear that Pro Senectute is committed to helping older people and thus alleviating the loneliness that many of them suffer from. To this end, the foundation provides low-threshold services such as household and visiting services.
The campaign includes a TV commercial, social media clippings and dialog measures and is now on air.
Responsible at Pro Senectute Switzerland: Sandra Kathriner (Head of Marketing Services), Martine Olinger (Marketing Services Specialist). Responsible agency (conception, implementation, production): Bold. Color Grading: Our colors.
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A small digital helper in the household and everyday life can provide great support and company. But what if it is overwhelmed? Pro Senectute supports elderly pensioners with its heart and the corresponding services. The current campaign aims to convey this in a friendly and approachable way.
After all, it is not always easy for older people to organize support. Admitting that they can no longer do many things on their own is often bitter. Little "Robi", with his clumsiness, symbolizes the shortcomings of old age.
With Robi, Pro Senectute wants to address a difficult and complex topic in a light and unmistakable way. And shows with a wink that even in times of high-tech and artificial intelligence, not everything can be done by machines.
The campaign is now on air, including TV commercials, online, social media and dialog measures.
Responsible at Pro Senectute Switzerland: Peter Burri Follath (Head of Communications), Marin Good (Head of Digital Communications, Deputy Head of Communications). Responsible agency: Bold. Responsible at Midpoint Film (film production): Janic Halioua (director, camera, photography, edit, color grading), Chenyi Guo (producer), Peter Zottl (production manager), DubDub Studios (audio post-production), Fabian Lüscher (robot dad).
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According to the statement, challenges of digitization as well as the highly specialized publishing environment would have severely limited Pro Senectute Switzerland's ability to create the necessary synergies with the organization's other areas of responsibility. As these synergies are essential for an economically successful continuation of the Slow motion However, the Foundation Board decided to hand over the magazine to Medienart.
Thanks to the expertise and broad network of the publishing house, which includes Annabelle and Le menu would result in synergy effects for the Slow motion result. The transfer will ensure the economically successful continuation of the print magazine and its online platform Zeitlupe.ch. The parties have agreed on a takeover date of November 1, 2023. The integration into Medienart will not result in any layoffs, according to the statement.
The Slow motion has a WEMF-certified readership of 116,000 (MACH-Basic 2023-1). The editor-in-chief is Marianne Noser.
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"I love my mother. And my mother loves horror movies, a workout now and then, and dirty jokes - it's only when it comes to finances that she sometimes has a mess": With a declaration of love to all parents, the current TV commercial from Pro Senectute Switzerland puts family caregivers in the spotlight in an emotional and approachable way. After all, they do a great job day after day in caring for their aging parents and relatives so that they can grow old in a self-determined manner within their own four walls.
Growing need for support
Despite the need to be there for their loved ones, relatives often lack the time, strength or knowledge to cope with these situations. In these cases, Pro Senectute is there to help: every year, more than 700,000 elderly people and their relatives count on the relief and visiting services as well as other concrete support for everyday life. In order to be able to meet the growing need for support at home, Pro Senectute relies on donations, which the Fundraising campaign with a television commercial, posters and an accompanying mailing.
Competition on Energy
The realistic fundraising campaign and declaration of love to all aging parents is also aimed at younger relatives. In a theme week, the presenters of all Energy stations will be looking for the most beautiful declaration of love to grandpa or granddad between October 6 and 14. The winner will receive a nice dinner with their favorite person.
Responsible for Pro Senectute Switzerland: Alain Huber (Director), Sandra Kathriner (Head of Marketing Services), Martine Olinger (Project Manager Fall Collection), Peter Burri Follath (Head of Communications), Tatjana Kistler (Media Officer). Responsible agency: Bold. Responsible at Stories: Michèle Seligmann (Executive Producer), Nathalie Maibach (Line Producer), Janic Halioua (Director/DOP), Christina Welter (1st AC), Caspar Brog (Gaffer), Jonas Stirnimann (Lighting), Julian Joseph (Sound), Emilie Fischer (AD/Styling/Mask).
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Pro Senectute is committed to a self-determined and meaningful life for older people in our society. The organization stands for active participation in events as well as care at home while carefully taking into account the challenges that aging brings. This is a balancing act that is approached with activating confidence and down-to-earth empathy under the claim "Stronger together.
This tension was also a central theme in the development of the sound identity. "It was important to us that the Pro Senectute sound is fresh and activating and appeals to everyone. At the same time, it should be unagitated, friendly and warm-hearted: "Growing older is not always fun," explains Peter Burri Follath, Head of Communications at Pro Senectute Switzerland.
In the process, the warm and earthy sound of the dulcimer, played by Valais luminary Ephraim Salzmann, in combination with acoustic blues guitar, has become the cornerstone of the Pro Senectute Sound Identity. Both instruments are well known in Switzerland, but the unusual texture in the interplay makes you sit up and take notice.
The sound identity is already in use at several touchpoints. One of these is the just launched "Wie Läbsch?", which guides the listener through the stories through the targeted use of sound elements. Furthermore, the Service Center Experience was redesigned and prepared for specific target groups. A flexible soundscape is now available for multimedia content, for example in the current film on QR billing). The audio distillate of the Pro Senectute Switzerland brand - the audio logo - rounds off the sound asset range.
"The result completes the impact of our brand and strengthens the emotional clarity of our communication," says Tatjana Kistler, media officer and deputy head of communications at Pro Senectute, about the new sound identity. "And it was really exciting and a real job enrichment to focus on the impact of sound with DoN!"
Responsible at Pro Senectute: Tatjana Kistler (Media Officer and Deputy Head of Communications); Sandra Kathriner (Head of Marketing Services); Peter Burri Follath Head of Communications - Strategy and Overall Responsibility). Responsible at Department of Noise: Florian Goetze, Ph!L!pp Schweidler (strategy and creative direction); Michael Stuber (strategy). Logo animation: Bold.
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The new QR deposit slips will replace the old deposit slips. Although most seniors are familiar with new technologies, around 200,000 older people still need assistance with the upcoming changeover of payment slips. The Everything the same - only simpler" campaign by Pro Senectute Switzerland and Six is intended to remedy the situation.
"With the expert support of the Swiss financial center, we have designed various communication measures for dealing with the new QR deposit slip," explains Peter Burri Follath, Head of Communications at Pro Senectute Switzerland. For example, a trilingual, 90-second explanatory film is initially aimed at the relatives of the elderly, so that they can explain the innovations in the deposit process in simple terms.
"As the largest specialist and service organization for older people and their relatives, we also ensure, of course, with our 130 advice centers, that everyone throughout Switzerland has access to our free explanatory material," adds Burri Follath.
The 24 cantonal and intercantonal Pro Senectute organizations will also organize free information events during the course of the year. In addition, the advisory network has been sensitized to the changeover and made fit around the changes to the payment slip so that this knowledge can be incorporated into the 55,000 advisory sessions per year.
Responsible at Pro Senectute Switzerland: Peter Burri Follath (Head of Communications, overall responsibility), Sandra Kathriner (Head of Marketing Services, responsible for production), Beat Christen (Mediamatiker, Art Direction), Martine Olinger (Project Management), Tatjana Kistler (Media Officer). Responsible at Venturesome: Oliver Wigger (Video Creator, Creation Explainer Film).
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The sales mandate of the Slow motion, the magazine of Pro Senectute Switzerland, and Zeitlupe.ch will be managed by Fachmedien / Zürichsee Werbe AG from January 1, 2022.
The ad management remains with Verena Tschoppwhich will be taken over by Fachmedien / Zürichsee Werbe AG on January 1, 2022. This will ensure a smooth transition and Zeitlupe's advertising partners will be optimally served by Tschopp and the office team of Fachmedien / Zürichsee Werbe AG, according to a statement.
The Slow motion is published ten times a year and, according to Mach Basic 2021-2, reaches around 126,000 readers with a circulation of 66,114 copies.
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As a representative of the interests of a target group that has been particularly hard hit by the pandemic, Pro Senectute has received a lot of attention and encouragement over the past year. However, it is often forgotten that the foundation not only deals with the problems of senior citizens, but also promotes the beautiful aspects of old age.
The best example of this is the comprehensive course program in the areas of sports, culture and education. It helps keep the mind and body fit and thus makes an important contribution to increasing the quality of life as well as social integration.
A campaign now aims to increase awareness of the low-threshold offering and motivate people to seek out courses in their own region. The subjects created and implemented by Bold show Barbara and Chrigu exploring the diverse catalog of activities, proving that advertising for seniors can also be fast, positive and humorous.
The entertaining appeal for an active old age can be seen throughout Switzerland from Monday.
Responsible Pro Senectute Switzerland: Peter Burri Follath (Head of Communications), Tatjana Kistler (Project Management). Creative agency and production: Bold.
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Senior citizens are indispensable to society: they contribute to a functioning society in many ways - even in difficult times. Pro Senectute Switzerland and Thjnk Zurich conveyed this message to the public with a TV ad in spring 2020 - at a time during the coronavirus pandemic when social cohesion was in disarray: the more than 1.7 million people of retirement age often felt excluded and marginalized during this period (Werbewoche.ch reported).
Appreciation for all
This commitment by Pro Senectute was honored on Thursday with the "German Prize for Business Communication" in the "Captivating Storytelling" category. With the campaign
According to the jury, Pro Senectute communicated "Indispensable part-time jobs" in a way that was unique, aroused deep emotions and generated a sense of solidarity. The chosen approach impressively drew attention to the people who were quickly pushed into the background during the pandemic and yet were particularly affected, according to the laudation.
"On the one hand, this award is a token of appreciation for all senior citizens and their relatives, who faced enormous challenges, particularly in the first phase of the pandemic, and on the other hand for Pro Senectute's commitment," says a delighted Peter Burri Follath, the overall campaign manager and Head of Communications at Pro Senectute Switzerland. "Under difficult conditions, we succeeded in creating a work out of a current necessity and within a few weeks, which has now attracted attention beyond the country's borders," he adds.
Senior citizens are discovering the opportunities offered by digital services and are increasingly taking a liking to the virtual world. The study shows that the proportion of internet users over 65 has almost doubled from 38 to 74 percent within a decade. Mobile use of the internet has even more than doubled since 2015 - from 31 to 68 percent. Ten years after the first survey, the usage figures of younger seniors are almost identical to those of the working population.
However, the digital divide between young and old has not disappeared - it has only shifted. Extrapolated, there are still around 400,000 seniors in Switzerland who do not use the Internet. In 2010, there were still over 820,000. Older people who are offline are now clearly in the minority and predominantly over 80 years old. The "onliners" among seniors are decreasing with increasing age: while 95 percent of 65 to 69 year-olds use the Internet, the figure is 54 percent for 80 to 84 year-olds and 35 percent for the over 85s.
New digital offerings on the rise
The curiosity of older people about new digital offerings and apps is growing. Whereas five years ago it was mainly the potential of e-mails and online schedules that was discovered, today instant messengers and gradually health apps and fitness wristbands are moving into the consciousness of senior citizens.
The third national survey also identifies a clear trend in smartphones: In recent years, it has become an important everyday mobile device for information searches and communication. In the meantime, 69 percent of the seniors surveyed use a smartphone, 81 percent of them on a daily basis. Despite this development, television (93 percent) and radio (89 percent) remain the most important sources of information for the 65+ generation. Younger seniors aged 65 to 75 even watch TV slightly more often than people over 80.
Training and assistance remain important
Especially in times of digital transformation, when online services and self-service technologies are developing rapidly, learning and using these achievements in old age is more relevant than ever. "As an organization for the elderly, it is important for us to familiarize seniors with the digital world and open up the possibilities of digitization to them with courses and concrete support," says Alain Huber, Director of Pro Senectute Switzerland. However, there are still older people who have no access to the Internet and digital offerings. "We have to make sure that these seniors are not excluded and lose touch with society," says Huber.
Overcoming social distancing thanks to digital offerings
The importance of digital communication channels for social participation was demonstrated during the Corona pandemic: Many families practiced using apps such as Facetime, Zoom or WhatsApp with their grandparents to stay in touch visually in times of physical distance. "Our experience shows that older people have intensified their use of digital offerings as a result of the Corona crisis and have increased their digital skills," confirms Huber. However, digital aids not only promote the social participation of older people, they also increase their autonomy and mobility. For example, the study makes it clear that seniors feel more independent and self-reliant thanks to the Internet.
The Study "Digital Seniors 2020 was conducted on behalf of Pro Senectute Switzerland by the Center for Gerontology at the University of Zurich. After 2010 and 2015, 1,149 people aged 65 and over were again surveyed throughout Switzerland on their use of digital communication technologies by means of a representative telephone and postal survey.
Media usage behavior in everyday life and general attitudes toward digital services were also surveyed. The data was collected in August and September 2019 - before the Corona pandemic. The projections in this media release are based on the "Population 2019" figures from the Federal Statistical Office FSO, thus on a total of 1,606,051 people over the age of 65.