"We weren't aiming for compassion, but for strength"

The election campaign "Giving a Voice to the Unheard" by National Councillor Islam Alijaj, orchestrated by Farner, has caused an international sensation by winning the Cannes Lions Bronze. The campaign had already won ADC Gold in Switzerland.

With the support of the award-winning "Giving a Voice to the Unheard" campaign, SP politician Islam Alijaj made it from 11th place on the list to the National Council. Farner's innovative strategy, including the creation of an AI-generated text-to-speech avatar of Alijaj, enabled him to communicate directly with the public despite his speech impediment. This new interface showcased Islam's election platform for four weeks and boosted his social media presence.

Alijaj's message to society and the advertising industry is clear: "Don't portray people with disabilities as poor creatures, but as strong members of our society." This attitude resonated with voters and led to Alijaj's successful election to the National Council, where he now serves as a voice and hope for people with disabilities in Switzerland.

The success of the campaign was also reflected in the bronze win at this year's Cannes Lions.

Cannes Lions bronze: a milestone for inclusion

Opposite m&k advertisingweek.ch Islam Alijaj was deeply moved by the international recognition. "I am very proud of my team and all the supporters who backed my campaign. It is not a matter of course that political campaigns receive so much attention, especially a campaign for the concerns of us people with disabilities," he said.

Alijaj's vision is to help shape an inclusive society in which all people can fulfill their potential. He emphasizes that communication is the key to changing the narrative of people with disabilities. "We are still seen as poor, helpless creatures and I want to change that. With my campaign, we weren't aiming for pity, but for strength."

ADC Gold: Recognition for creative excellence

Before "Giving a Voice to the Unheard" was awarded Lions Bronze last Friday, the campaign won ADC Gold. Another significant award that underlines the creative excellence and impactful message of the campaign. "I feel very honored to win such awards from the crème de la crème at the awards ceremony," said Alijaj. "It's the brilliant collaboration between me, my team and the Farner agency. We worked together as equals - and that was the only way we could create a campaign that really motivated people to support me." Alijaj particularly thanked his campaign managers Fabienne Marques and Lea Sandoz-Mey as well as the Farner employees Janine Paumann, David Wember and Ennio Cadau.

The "Giving a Voice to the Unheard" campaign has not only won elections, but has also raised awareness of the strengths and abilities of people with disabilities. It is a shining example of how creative communication can have a positive impact on society.

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