Title	BUSINESS DIRECTOR
Brand	FEDERAL DEPARTMENT OF FOREIGN AFFAIRS (FDFA) PRESENCE SWITZERLAND
Product/Service	SWISS CONFEDERATION
Category	B04. Business Citizenship / Corporate Responsibility & Environmental
Entrant	KETCHUM PR Milan, ITALY
Idea Creation	KETCHUM PR Milan, ITALY
PR	KETCHUM PR Milan, ITALY

Name	Company	Position
Massimo Garanzini	Ketchum Public Relations	Business Director

The Campaign

Be a part of the experiment! If you're not part of the solution, you are part of the problem. According to a 2011 public image study, Italian view Switzerland as being clean, organized, beautiful, precise, isolated, green and wealthy. To address its deep-rooted reputation, the Swiss aimed to present a new image of a friendly, open and responsible Switzerland via a social experiment.

Execution

Visitors were guided throughout their experience with a simple question: Is there enough left for others? By giving them the opportunity to freely choose food products, we invited them to make a choice. If you can take whatever you wanted, how much would you leave for others? Awareness/Responsibility/ Sharing / Solidarity

The experiment demonstrated on a small scale what the Pavilion expressed with its concept: our choices determine the conditions and opportunities of others. 2.1 million visitors (11.400 per day) and the most newswortyh pavilion in EXPO. EXPO ANALYSIS, ECO DELLA STAMPA: “While the Italian Pavilion and Pavilion Zero have attracted the most interest in the six months of Expo, other honorary mentions among the exhibition areas most cited in the media include Switzerland, Japan, China—then the United States and Brazil. The coffee, apple, water and salt towers that invite personal reflection on the responsibility in resource consumption have evidently struck home, generating 1,827 articles.” The Pavilion who won the prize for the best interpretation of the theme of the international magazine Exhibitor Magazine The Pavilion with the best approach to the theme of the event according to a public survey conducted by Il Corriere della Sera.

The Situation

PR has presented an entertainment experience as a good way to live a social responsibility experiment. Visitors were encouraged to assume responsibility and make smart consumer decisions in terms of resources. The narrative of the participation underlined this responsibility, which attracted a significant amount of attention from the public and media.

The Strategy

To enhance participation, we communicated the Pavilion not only as a space to visit, but most of all, as a social experiment in which one could take an active role. The communication plan showcased these values, directing the focus away from the event’s institutional background.