Cannes Lions

Message from Sweden

PUBLICIS GROUPE SWITZERLAND, Zurich / FRAUENZENTRALE ZURICH / 2019

Presentation Image
Film
Demo Film

Overview

Entries

Credits

Overview

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.

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.

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.

Execution

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

Outcome

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.

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