A new campaign entitled «Mittendrin» is developed to promote the ID cards issued by Caritas.
Around 8% of people in Switzerland live on or below the poverty line. The KulturLegi initiative from Caritas gives people with a small budget the chance to take part in social and cultural activities. Over 3,000 private and public organisations from the worlds of culture, sport, education and health offer participants in the scheme discounts of up to 70% on entry fees and courses. This helps to avoid people with limited income becoming marginalised by society.
The KulturLegi programme gives cardholders access to a wide range of experiences, putting them right at the heart of the action on Switzerland’s social and cultural scene. Using this as a starting point, Serviceplan Suisse developed a series of images showing people in various social and cultural settings – from swimming pools and concert halls to museums and yoga studios. One person in each image has an asterisk above their head, with an accompanying footnote reading: “In the thick of it thanks to Switzerland’s KulturLegi programme.”
The star used as the asterisk is taken from the KulturLegi logo, while the striking perspectives showing the different locations create a visual theme for the campaign, giving it a unique edge.
The five motifs appear as posters, adverts and in banners, conveying the feeling of being part of something with a distinctly modern edge.