MESSAGE FROM SWEDEN
|Category||D01. Social Video|
|Title||MESSAGE FROM SWEDEN|
|Product/Service||CENTER 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|
|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|
BackgroundIn 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 strategyIn 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 executionSeveral Swedes explain the differences between the two countries and lay down the facts concerning prostitution.
List the resultsWithout 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.
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