Title | MESSAGE FROM SWEDEN |
Brand | FRAUENZENTRALE |
Product/Service | CENTER FOR WOMEN |
Category |
A12. Not-for-profit / Charity / Government |
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
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 |
Why is this work relevant for PR?
A film that generates a lot of PR was the only way for the small women’s organization Frauenzentrale Zürich to launch a public discussion about prostitution. While the legislation of prostitution is being revisited in several European countries, there’s hardly any debate in Switzerland. Prostitution is legal and regulated, but the act itself of selling one’s body remains unquestioned.
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 creative idea
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 are some Swedes that don’t like their country to be mixed up with Switzerland. The reason for it is that Switzerland handles prostitution in a very different way than Sweden. And that it’s high time to start the discussion on prostitution in Switzerland.
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.