MESSAGE FROM SWEDEN

ClientFRAUENZENTRALE
Category D01. Social Video
TitleMESSAGE FROM SWEDEN
Product/ServiceCENTER FOR WOMEN
Entrant PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Idea Creation PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Media Placement PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
PR PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Credits
Name Company Position
Thomas Wildberger Publicis Communications Schweiz AG CCO
Matthias Städeli Publicis Communications Schweiz AG Managing Director
Marvin Hugentobler Publicis Communications Schweiz AG Art Director
Peter Brönnimann Publicis Communications Schweiz AG Creative Director
Andrea Klainguti Publicis Communications Schweiz AG Art Director
Vicky Cullen Prodigious Zurich Integrated Producer
Bart Timmer CZAR Film Zürich Director

Background

In Switzerland, over 30 % of sex workers have anxiety disorders and depression. More than 80 % of all prostitutes would like to quit if they could. Human trafficking has only increased over the last years. Despite the facts prostitution is hardly questioned in Switzerland or even being discussed.

Describe the strategy

In Switzerland, Sweden is considered a role model regarding social rights and especially women’s position in society. Swedes have always been ahead. This also applies to the topic of prostitution: While in Switzerland prostitution is legal, Sweden has banned it 20 years ago – a fact that most of the Swiss are unaware of. In „A Message from Sweden“ the Swiss people learn that there’s a new reason why these two countries shouldn’t be mixed up. And that it’s high time to start the discussion on prostitution in Switzerland.

Describe the execution

Several Swedes explain the differences between the two countries and lay down the facts concerning prostitution.

List the results

Without any media budget at all, the film has been spread via social media and has reached over 4 million people in Switzerland. It was discussed in tv and radio stations all over the country as well as in all major newspapers.