Family is everything. Even if family life is not always easy: growing up without parents or caregivers is something you wouldn't wish on any child in the world. Rod's new campaign shows just how important a family environment is for children. With pictures of real family life: sometimes funny, sometimes a little chaotic - but always human.
Spot on security
Spot for love
As surprising as it may sound, the aim of SOS Children's Villages is to take in as few children as possible in a children's village. Instead, the children's charity provides targeted support to families affected by poverty or excessive demands. This enables children around the world to have an intact family life.
Silvia Beyeler, Co-Head of Communications and Fundraising, says: "Families should be a haven of security. That's why we strengthen parents so that they can accompany their children safely and healthily into a self-determined future.
From 13 October 2025, the three-stage campaign will run throughout Switzerland on billboards, DOOH, rail posters, on the radio, on mobile advertising spaces on bicycles, at the POS of selected shopping centers and in advertisements - and will raise awareness of SOS Children's Villages as a family organization. In addition, digital formats such as online videos, banners, social media ads and a dedicated landing page reinforce the messages. A digital performance framework at the end of the year is intended to direct active participation towards one of the NGO's most important levers: fundraising.
Responsible for SOS Children's Villages SwitzerlandSilvia Beyeler and Marc Kempe (Co-Head of Communications and Fundraising), Cornelia Krämer (Projects & Events Manager), David Becker (Content Manager), Livia Chiesa (Digital Marketing Manager), Keshia Rozstipil (Social Media Manager); Overall responsibility for creation and realization: Rod Kommunikation AG, Alessandro Reintges (management), Helena Amor (strategy), Dragana Knezevic, Jonas Brändli, Gabriel Achermann (consulting), Ondrej Maczko, Heinrich Zimmermann, Jessica Auer, Lisa Bolte, Hansjörg Vögeli, Francesca Schenker (creation), Aleksandar Sofranac (motion design), Lucrezia Steiner (social media), Serge Baumeler, Tjabrina Penazzi (DTP); production Brand filmUlrich Scheper (Managing Partner), Media TW MediaOliver Schönfeld (Managing Director), Loredana Preite (Media Planner) and Digital Nalu: Holger von Ellerts (owner).
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We were all children once. And therefore know how decisive the first years are for a self-determined life later on. This universal common denominator is what Rod Kommunikation's campaign gets to the heart of with a word creation.
In the campaign, SOS ambassadors Maria Walliser, Michèle and Manu Burkart and Marco Wölfli present themselves as ex-children. And as such, they call on all of us to get involved in helping children in need. SOS Children's Villages has been doing this for over 70 years in 136 countries. With the family strengthening programs, which accompany children and families holistically and in the long term, four million children have already been given a home and a future.
The "Ex-Children" awareness campaign is intended to raise the profile of SOS Children's Villages throughout Switzerland and strengthen awareness and familiarity. It is accentuated in the media in regions with a high potential for donors. The first campaign package is rounded off by a competition in which the ambassadors give away joint experiences and a multi-part newsletter journey. This is followed by a smooth transition to the end-of-year campaign, which focuses entirely on fundraising with a digital performance framework, three different direct mailings and various social media measures.
Responsible at SOS Children's Villages Switzerland: Silvia Beyeler (Head of Marketing), Cornelia Krämer (Head of Communications), Livia Chiesa (Digital Marketing Manager), David Becker (Content Manager). Conception, creation and realization: Rod Communication. Photography: Rémy Steiner, Hans Schürmann, Remo Neuhaus. Media: TW Media, Digital Nalu.
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Rod won the pitch for the future positioning of SOS Children's Village Switzerland on the brand and image levels and also supports the relief organization in fundraising. In addition, the agency is taking over media relations in French-speaking Switzerland.
SOS Children's Villages Switzerland operates programs to support children and families in over 135 countries. The goal is always to enable children to grow up sheltered in a family or a family-like structure, thus guaranteeing their long-term development into a stable adult life.
"Rod convinced us in the pitch with both her creative idea and her understanding of our challenges," explains Silvia Beyeler, Head of Marketing SOS Children's Villages Switzerland. "We are looking forward to exploring new communicative paths together with Rod."
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