"So that love does not turn into hate"
Pinax has designed an awareness campaign for the Independent Complaints Office for the Elderly (Unabhängige Beschwerdestelle im Alter, UBA), which can be used selectively in a budget-friendly manner.
The Independent Complaints Office for the Elderly, UBA, would like to intensify the work it began in 1997 and anchor it more firmly at the national level. The prevention campaign, which is scheduled to run for two years, is intended to make a significant contribution to achieving this goal. Financial resources for a nationwide presence in (German-) Switzerland were not available. Thus, a concept was developed that can be used selectively, that links the concerns of the social partners involved and that can achieve nationwide coverage over time.
The aim of the prevention campaign is to break down the victim/perpetrator perception in order to bring the taboo subject of "violence in old age" to the attention of the general public. The aim is to show that it's not about the good guys and the bad guys, but that excessive demands are the real problem. In a clever way, the subjects show that there is a fine line between lovable idiosyncrasy and annoying behavior. Then the care of an elderly person can quickly overwhelm relatives and caregivers. To prevent love from turning into hate, UBA provides independent, free and competent help.
In Bern and St. Gallen, two buses were labeled with the campaign motifs. Rear window stickers were produced for social partner vehicles. Flyers with pocket mirrors are distributed at distribution campaigns in Bern, St. Gallen, Lucerne and Zurich. The proverbial look in the mirror is intended to encourage reflection. The mirrors were labeled with the address to the Website of the campaign.
Responsible at the Independent Complaints Office for the Aging UBA: Ruth Mettler. Responsible at Pinax: Sabine Ruf (concept and text), Sven Ludwig (art director).
