Evoq and Sozialwerke Pfarrer Sieber give a voice to the homeless in Zurich
For the cross-media winter campaign of Sozialwerke Pfarrer Sieber, Evoq launches a large-scale guerrilla campaign.
The current campaign of Sozialwerke Pfarrer Sieber gives the homeless a voice and makes a latent problem visible. Although many do not want to admit it, there are also needy people in Switzerland who simply lack a roof over their heads.
With a guerrilla campaign, employees of Sozialwerke Pfarrer Sieber are bringing homelessness right to the heart of the population. The campaign started last week with cardboard signs and chalk messages in the Zurich region with messages such as "Please keep the bench free, this is where I sleep. Fredi, homeless." The signs act as a kind of mouthpiece for the homeless. In this way, homelessness, which is hardly ever seen in the city, becomes tangible and the population is sensitized. Thus, numerous people became aware of the messages at public locations such as streetcar and bus stops.
The media have also already taken up the issue and commented on it.
Report on 20min.ch
The campaign is documented and resolved via the hashtag "schaffesdihei", the associated social media activities and the SWS website. At Swsieber.ch numerous voices of former victims report how they found their way out of homelessness thanks to the commitment of the relief organization. Interested users are invited to make a donation directly. The donation page was redesigned for this year's Evoq winter campaign and optimized for different uses and payment options.
To kick off the campaign, an addressed mailing was also sent to potential donors. Here, too, Evoq relies on a personal touch: handwritten notes on the envelopes or crumpled envelopes, which have obviously been through a lot, ensure that the mailing stands out among the usual mail.
The campaign is supplemented with advertisements, newspaper and magazine inserts, and radio spots. Radio 1 also reports for an entire week on homelessness in Switzerland. Werni - a former homeless person - sits at the microphone every day and talks about his years on the streets and all that happened to him.
Responsible at the Social Works Pastor Sieber: Walter von Arburg (Head of Communication and Fundraising), Hansueli Gujer (Fundraising Officer). Responsible at Evoq: Adrian Schaffner (concept), Nicola Lutz (project management), Marta Frieden (design), Serecomm (programming).
