VBZ is to become even more female
The Zurich Transport Authority (VBZ) wants to communicate its women-friendly working models and at the same time recruit more female staff. This is conveyed via a print campaign designed by Ruf Lanz, which gives well-known Zurich bus stops a dose of femininity.
VBZ is the second largest transport company in Switzerland. In order to be an attractive employer for women as well, they set the course early on. Among other things, VBZ accommodates women with flexible working hours, part-time models or job sharing, so that family and career can be easily combined.
The pleasing result is that more and more women are turning to VBZ for their jobs. This is particularly visible in the case of female streetcar drivers, who are on the road every day in the city of Zurich. This job is also interesting for career changers, because VBZ offers them a two-month training with full pay. But women have also set a lot of things in motion in the company's engineering, maintenance, infrastructure or sales departments in recent years.
Reason enough for VBZ and its long-standing creative agency Ruf Lanz to report on the successes achieved and to recruit further motivated women. For this reason, well-known, actually male stops were strikingly provided with female articles. The subjects appeared double-sided and half-sided in 20 Minutes.
Responsible at Zurich Public Transport: Silvia Behofsits (Head of Corporate Communications), Ines Doherr (Head of Human Resources Management), Silvia da Silva (Project Manager Corporate Communications). Responsible at Ruf Lanz: Danielle Lanz, Markus Ruf (Creative Direction), Isabelle Hauser, Dave Schellenberg (Art Direction), Markus Ruf (Text), Linda Egloff, Anita Roth (Consulting).
