14 European countries allow gay marriage. Not included: Switzerland.

In its 25th year, Switzerland’s largest gay association PINK CROSS does not only fight for same sex marriage - but also for the required monetary resources to achieve a political goal like this.

The brief was to create a holistic campaign that has the power to generate donations and awareness. And above that due to publicity builds up pressure towards the government. All for their cause of finally legalizing gay marriage in Switzerland

Kissing Bills – a donation campaign that proves that money will bring together what chooses to stay together, regardless of race, culture and above all: sexual orientation.

Simply by folding a series of two bills in a way that their portraits transform into kissing same-sex couples. All for a clear call to suppport gay marriage.

The target audience: The entire Swiss public.

As we knew that Switzerland's LGBT percentage is large with 5-10%,

and 70% of the swiss population are in favour of gay marriage,

our mission was clear to roll out the campaign where noone could miss it.

By double spread page ads in the „Blick“ one of Switzerland's most important daily publications, by OOH posters in Switzerlands main cities, Zürich and Bern,

in social media and for a long-term support by a limited edition of credit cards.

Above all: The concept was supposed to stand out to gain additional earned media effects.

Each PINK CROSS VISA card motiv showed two international banknotes folded

and photographed in a way that its portraits kiss each other and got paired into a same-sex couple. 8 unexpected motifs created out of 16 bills everybody knows. Proving that money will bring together what chooses to stay together - regardless of race, culture and above all: sexual orientation.

The use of international currencies thereby is a reference to the worldwide acceptance of the payment by credit card, which stands in contrast to the

Swiss government still refusing the right for gay marriage.

Although gay-marriage is still forbidden in Switzerland, PINK CROSS is now confident to change this even in 2018. Donations are already increasing

by 27%. And the limited credit card edition was extended into a country-wide print and poster campaign.