"Ich liebä mis Mami, aber...": Bold launches campaign for Pro Senectute

Lack of time and energy, too much distance: relatives cannot always be there for their loved ones alone. When the going gets tough, Pro Senectute is there to help. This is the message that the Foundation for the Elderly, together with Bold and Stories, is putting across in a TV commercial and in a theme week with Energy.

"I love my mother. And my mother loves horror movies, a workout now and then, and dirty jokes - it's only when it comes to finances that she sometimes has a mess": With a declaration of love to all parents, the current TV commercial from Pro Senectute Switzerland puts family caregivers in the spotlight in an emotional and approachable way. After all, they do a great job day after day in caring for their aging parents and relatives so that they can grow old in a self-determined manner within their own four walls.

Growing need for support

Despite the need to be there for their loved ones, relatives often lack the time, strength or knowledge to cope with these situations. In these cases, Pro Senectute is there to help: every year, more than 700,000 elderly people and their relatives count on the relief and visiting services as well as other concrete support for everyday life. In order to be able to meet the growing need for support at home, Pro Senectute relies on donations, which the Fundraising Campaign with a television commercial, posters and an accompanying mailing.

Competition on Energy

The realistic fundraising campaign and declaration of love to all aging parents is also aimed at younger relatives. In a theme week, the presenters of all Energy stations will be looking for the most beautiful declaration of love to grandma or grandpa between October 6 and 14. The winner will receive a nice dinner with their favorite person.


Responsible for Pro Senectute Switzerland: Alain Huber (Director), Sandra Kathriner (Head of Marketing Services), Martine Olinger (Project Manager Fall Collection), Peter Burri Follath (Head of Communications), Tatjana Kistler (Media Officer). Responsible Agency: Bold. Responsible at Stories: Michèle Seligmann (Executive Producer), Nathalie Maibach (Line Producer), Janic Halioua (Director/DOP), Christina Welter (1st AC), Caspar Brog (Gaffer), Jonas Stirnimann (Lighting), Julian Joseph (Sound), Emilie Fischer (AD/Styling/Mask).

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