The animal protection campaign takes an unconventional approach. Instead of bloody animal cruelty or sad dog eyes, the current Animal Rights Switzerland posters show two piglets playing - cutely illustrated. Next to them is the simple question: "What do you see here - bacon or babies?". The other subjects show a cow family and a furry animal. The aim of the campaign is to encourage passers-by to question their own views - and to forego bacon more often in order to spare the babies.

"With our posters, we want to encourage a rethink," explains Animal Rights Switzerland managing director Pablo Labhardt. "Too often animals are seen as commodities, the sentient living being is overlooked. This is where we need to start so that fewer animals have to die at the hands of humans in the future."

 

Sujets come from Thomas Meyer

Behind the subjects of the animal protection campaign is Thomas Meyer, author of the successful novel "Wolkenbruch wunderliche Reise in die Arme einer Schickse" and the since recently texted for Galaxus magazine. "I thought the approach was great, not to shock, but to communicate positively," says the longtime advertiser and committed animal rights activist of his idea. "We have now supplemented this with questions that target the attitude toward the animal."

That the posters are provocative is intentional. "You have to be a bit cheeky to make animals heard," says Labhardt. Animal Rights Switzerland, however, is not afraid that the posters will be defaced. "If someone damages or smears our posters, we have hit a nerve," he says.

The book was published in 2012 and spent 70 weeks on the bestseller lists. The story was filmed in 2017 and subsequently became a box-office success.

Meyer, who is 46 and lives in Zurich, focuses on everyday topics in his articles and combines them with autobiographical stories. The editorial articles in Galaxus magazine are intended to offer readers new perspectives - and deliberately go beyond the online store's product range.

"I am very much looking forward to the collaboration. Galaxus gives me all the freedom I need, and I hope to surprise readers with my texts," says Meyer. The first contribution by him has just appeared on Galaxus.ch and is about his passion for collecting small objects.

Martin Jungfer, Head of Content at Digitec Galaxus, describes the signing of Thomas Meyer as "extremely gratifying". "It makes us proud that with Thomas Meyer we have inspired one of the most interesting authors in Switzerland for our concept," says Jungfer. Entertaining content is an important part of the offering in Galaxus' magazine. Jungfer emphasizes that the articles and videos of the Galaxus editorial team are independent of the commercial interests of the online retailer. "This is another reason why Thomas Meyer has joined us. We very much appreciate that he will contribute to the quality and diversity of content."