Publicis implements new umbrella campaign for SRC

The Swiss Red Cross SRC is the oldest and largest humanitarian organization in Switzerland. To implement its Strategy 2030, the SRC renewed its umbrella campaign for Switzerland and abroad after twelve years. Publicis Zurich convinced in the agency evaluation in fall 2022 and is now the lead agency.

After twelve years of the "I am a fan" campaign, it was time to give space to something new. For the current umbrella campaign, the SRC did not reinvent itself, but went back to its origins. Because what Henry Dunant, founder of the SRC, once said - "Help without asking whom!" - is still the essence of the SRC's work. And this is precisely what Publicis Zurich has translated into a campaign that is intended to be honest and emotional.

In the campaign, the SRC takes viewers into the everyday lives of its volunteers and employees, focusing on the vulnerable in society. The campaign dramatizes in an unagitated and unposed way: for the SRC, helping is not a question.

The focus of the May launch was on the Swiss domestic market. For this purpose, two subjects on the topics of family support and integration have been implemented so far. The campaign can be seen throughout Switzerland in the relevant languages. It picks up people at popular DOOH locations and in advertisements, but also meets them in the digital space as banners and in social media.

Further subjects are planned in the course of the year: The campaign will gradually depict the SRC's various fields of activity - from support in everyday life to crisis and disaster relief.

Responsible at the SRC: Lukas Sallmann (Head of Department Marketing and Communication), Janine Wenger (Head of Marketing & PR), Nicole Fankhauser, Anna Diec (Manager Marketing & PR). Responsible at Publicis Zurich: Rob Hartmann (Executive Creative Director), Merlin Obrero (Junior Art Director), Désirée Stocker (Copywriter), Sandro Looser (Client Service Director), Freyja Hablitz (Account Director), Lea Zehnder (Junior Account Manager), Matthias Koller (Overall Responsibility). Responsible at Prodigious: Adrian Häni (Team Leader Prepress). Photo production: Studio Voile, Branimir Macukic (Executive Producer), Constantin Mirbach (Photographer).

More articles on the topic