Senior citizens are indispensable to society: they contribute in many ways to a functioning society - even in difficult times. Pro Senectute Switzerland and Thjnk Zurich took this message to the public in the spring of 2020, among other things, with a TV commercial - at a time of the Corona pandemic, when social cohesion was in disarray: the more than 1.7 million people of retirement age often felt excluded and marginalised during this time (Werbewoche.ch reported).
Appreciation for all
This commitment by Pro Senectute was honoured on Thursday with the "German Prize for Business Communication" in the category "Involving Storytelling". With the campaign
Pro Senectute communicated "Indispensable part-time jobs" in a way that was unique, aroused deep emotions and generated a feeling of cohesion, according to the jury's verdict. The laudatory speech said that the chosen approach drew attention to the people who were quickly pushed into the background during the pandemic and yet were particularly affected.
"On the one hand, this prize is an appreciation for all senior citizens and their relatives, who were confronted with enormous challenges, particularly in the first phase of the pandemic, and on the other hand for the commitment of Pro Senectute," says a delighted Peter Burri Follath, the person with overall responsibility for the campaign and Head of Communications at Pro Senectute Switzerland. "Under difficult conditions, we succeeded in creating a work out of a topical necessity and within a few weeks that has now attracted attention beyond the country's borders," he adds.