"Better Reading. Live Better."
Orell Füssli Thalia is committed to the "Better Reading. Live better. against reading and writing difficulties in Switzerland.
Illettrism means that adults have too little mastery of the basic skills of reading and writing to meet the demands of work, everyday life and society, despite completing compulsory elementary school. Around 800,000 adults in Switzerland are affected. As Switzerland's largest bookstore, Orell Füssli Thalia, together with the Swiss Reading and Writing Association, wants to help break the taboo of illiteracy and show those affected that there are solutions.
"Being able to read and write means going through life more easily. As Switzerland's largest bookseller, we want to do our part to improve the situation, raise public awareness of the problem of illiteracy and encourage those affected to do something about their situation. It is a first step towards a long-term commitment in this area," says Coralie Klaus Boecker, Head of Marketing & Communications at Orell Füssli Thalia. The campaign "Better Reading. Better Living." is to be continuously expanded in the coming years.
Illettrism is also an issue at the federal level. On January 1, the new federal law on continuing education comes into force, which regulates, among other things, the measures for acquiring and maintaining basic competencies of adults.
Explainer video and fabric bags at the heart of the campaign
The first measure in the context of Orell Füssli Thalia's awareness campaign against reading and writing difficulties is a simple, entertaining explanatory video with embodied letters, which can be viewed on the specially set up Website and on the company's social media channels and is widely distributed. The clip focuses on everyday situations that can become a gauntlet for people with reading and writing difficulties. It is primarily intended to encourage people with reading and writing difficulties to attend courses. An integrated link leads directly to suitable offers and courses of the Swiss Reading and Writing Association, and a hotline number provides verbal information. Special cloth bags are available in all 32 branches and on the Orell Füssli Thalia online stores, with part of the proceeds going to the awareness campaign.
Responsible at Orell Füssli Thalia Ltd: Coralie Klaus-Boecker (Marketing & Communications Manager), Claudia Imhasly (Communication Manager). Project partners: ZüriZee Advertising Agency: Oliver Schneider (video concept, storyboard). CA-Media: Flavio Camenzind (video production). Flowcube Communications: Alfredo Schilirò, Saverio Genzoli (campaign concept, public relations).
