Jung von Matt and BCG Switzerland celebrate 30 years of Rainbow

The Boston Consulting Group BCG is celebrating the 30th anniversary of the Zurich Pride Festival together with almost 40 other companies. The associated campaign by Jung von Matt Limmat aims to promote awareness and justice for all social classes and send a strong signal for inclusion and equality.

Traditionally, only the Swiss cross or a cantonal coat of arms are thrown in Switzerland. To mark the 30th anniversary of Zurich Pride, the Boston Consulting Group and Jung von Matt Limmat are throwing a Pride flag into the air under the motto "Cheers to 30 years of rainbows". Together with 40 Swiss companies, BCG wants to stand up for a society in which freedom and equality apply to everyone. By declaring Zurich Pride a Swiss tradition as part of the campaign, the participating companies are emphasizing that the LGBTQ+ community is part of the country's folklore.

"We are colorful - We are Switzerland"

Switzerland, known for its deeply rooted values of freedom, serves as a symbol of the unshakeable conviction that these freedoms must apply to everyone without restriction. The aim of this year's campaign is therefore to win over people who are not yet convinced of the importance of openness towards a diverse community: "In the anniversary year of the Zurich Pride Festival, we want to express our support and solidarity with the LGBTQ+ community in a powerful and visible way," explains Joachim Stephan, Managing Partner BCG Switzerland.

BCG works with many LGBTQ+ organizations around the world to ensure inclusion in the workplace and in society as a whole. BCG's own Pride Network was founded over 25 years ago and now has more than 1100 members in around 45 countries.

A joint celebration of diversity

"By confidently claiming to be part of Switzerland's cultural heritage, we are expressing our claim that people from the LGBTQ+ community are just as much a part of Switzerland as its folklore. And that the freedom that our country proverbially stands for should really apply to everyone," explains Marco Meroni, Creative Director PR at Jung von Matt Limmat.

Responsible at BCG: Joachim Stephan (Managing Partner BCG Switzerland), Barbara Naef (Head of Marketing and Communications Switzerland), Jaray Fofana (Marketing Intern). Creation and implementation of the campaign: Jung von Matt Limmat. Realization: Blish. Partners:inside: Scanwork, Setaprint.

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