Campaign archive

The autumn 2022 campaign around the coronavirus booster highlights the importance of the vaccination for particularly vulnerable members of the population. People aged 65 and over, pregnant women and those with certain underlying conditions should have another vaccination in autumn/winter to protect themselves from the coronavirus. Those aged 16 and over also have the option of getting a booster. An additional audience-specific information campaign is launched to inform the relevant population groups.

At its meeting on 16 February 2022, the Swiss Federal Council lifted the majority of measures to combat the coronavirus pandemic, and with effect end-March 2022 initiated the transition back from a special to a normal situation. This move was prompted by the continued positive development of the epidemiological situation, the highly effective Covid 19 vaccination and the associated decline in the burden on the health system. Following the lifting of nationwide measures, no further public information campaigns are currently planned. The campaign website, bag-coronavirus.ch/foph-coronavirus.ch, as well as a small number of posters for voluntary and own use, were updated and adapted to the new circumstances.

The booster vaccination was authorised in Switzerland in November 2021. For optimal protection, an mRNA vaccine (Moderna or Pfizer/BioNTech) is recommended at least 4 months after full vaccination (initial immunisation). However, the new Omicron variant, which drives up case numbers, led to a surge in cases. At the beginning of January 2022, only a quarter of the population had received a booster. The “Booster vaccination” campaign was therefore launched to highlight why a booster makes sense and is necessary.

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The arrival of winter means people were spending more time indoors, where the COVID-19 transmission risk is considerably higher. Case numbers continued to rise, so orange communication materials adapted to the winter months were used to remind people to stick to the current rules on hygiene and social distancing. The 2G rule was imposed in mid-December, which meant that only people who were vaccinated or recovered could access certain public places.

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Many people don’t realise that coronavirus can have severe consequences. People who catch COVID-19 and become seriously ill or suffer from long COVID go through a difficult time that turns their lives upside down. With a view to the winter months and a renewed increase in the number of cases, people affected tell their own personal story to warn others about the consequences of getting ill with coronavirus. A COVID-19 vaccination can protect you from this.

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In the autumn, case numbers were on the rise again and the number of vaccination appointments kept falling. The federal government and cantons therefore organised a National Vaccination Week from 8 to 14 November featuring various advice and vaccination services, events and a free information and concert tour ‘Back on Tour’. Eight renowned Swiss music acts travelled across Switzerland with healthcare professionals and appeared at numerous media briefings and open air concerts to highlight the importance of sticking together to end the pandemic. Over 80 celebrities advocated vaccination against COVID-19. Several video testimonials featuring those affected were released. In collaboration with ProJuventute, a ‘vaccination talk’ was held with young people on social media.

Since September 2021, a 3G requirement had been in place in various settings: for example, to enter a cultural event or restaurant, you had to be vaccinated, recovered or tested. However, as the colder months arrived, the number of COVID-19 infections started to increase again. The federal government therefore announced another orange phase to encourage the public to be more vigilant. In particular, the campaign called on those who were not yet vaccinated to get their vaccine.

The “Better go get vaccinated” campaign emphasised that vaccination against COVID-19 not only provides effective protection against severe disease, it is also a convenient alternative to time-consuming testing and the hassle of having to quarantine.

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Some young adults wanted to wait to get vaccinated. Various new campaigns appealed to them to get vaccinated to protect themselves and others. The “Really?” campaign sought to show that vaccination is much safer than being infected with coronavirus and much smarter than some of the risky stunts that young people get up to.

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Various myths and misinformation were being circulated about the COVID-19 vaccination – including related to fertility. In a video, midwives explained the data situation, that vaccination does not cause infertility, and why they support vaccination.

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The number of vaccinations administered daily considerably decreased during the summer holidays. In every part of Switzerland there were vaccination slots available – often close to where people live and work. The “Don’t miss out: get vaccinated” campaign directly addressed all those who had waited to get vaccinated. Because getting vaccinated before the autumn would help counter a new wave of the pandemic and would help bring back everyday freedoms. With this appeal the FOPH wanted to remind people that vaccination is the most effective way to protect themselves and others from a COVID-19 infection and from severe illness. Every vaccination counts.

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People can carry and transmit coronavirus even if they don’t have symptoms. A campaign in August called on people who were not vaccinated or recovered to get tested when they returned from their summer holidays. It explained that only in this way could chains of infection be broken.

By mid-July, 63% of Switzerland’s adult population had received at least one dose of coronavirus vaccine – and this really was something to celebrate. This campaign was designed to thank everyone who had been vaccinated and the many people who had helped with the vaccination drive, and encouraged them to keep up the good work.

A campaign was launched in late June that highlighted the benefits of the certificate and explained that it made life easier in many settings, including to travel abroad, to go dancing at a nightclub or to participate in events.

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In summer 2021 the COVID-19 vaccination is authorised for the population at large in all cantons. To inform people about registration, an online campaign is launched emphasising how easy it is to register in four steps. Since vaccinations are coordinated by the cantons, the campaign copy, visuals and run period is tailored to each canton. In each case there’s a link to the registration platform of the canton in question.

Everyone had their part to play in tackling the pandemic. On the one hand, employees, students and classes who undergo repeat testing, and on the other, businesses and other institutions, such as schools and universities, that encourage regular testing. In June, information materials were therefore developed that focussed on regular testing in everyday life.

Following a rise in case numbers in March and April, cases gradually decreased in May. An orange poster featuring pictograms was used to remind the public to stick to the important rules on hygiene and social distancing. In particular, it highlighted the importance of getting tested and getting vaccinated. The orange colour was designed to show that while the situation had calmed down slightly, there was reason to remain vigilant.

The COVID-19 vaccination was authorised for the wider population in most cantons in the spring of 2021. The “Have a heart for us all” campaign was designed to show that by getting vaccinated we can all do our bit to contain the pandemic so that one day we can go back to enjoying a life without restrictions. Besides various communication materials, a poster tool was available for people to create their own posters – for example for their favourite restaurant, favourite club, favourite band, or anything else they love. At the same time, the “Supporting vaccination together” initiative was launched. This involved many stakeholders, institutions, associations, clubs and individuals posting their own personal vaccination statements on social media using the hashtag #ichlassemichimpfen (I’m getting vaccinated).

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The COVID-19 vaccination was helping Switzerland win the war against the spread of coronavirus. This encouraged many people to get vaccinated. In the videos, a singer, a bus driver and a pensioner talk about what motivated their decisions.

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Health professionals and hospital staff explained in video testimonials what 2020 was like for them and why they firmly believe in COVID-19 vaccination.

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After case numbers reached a low in February, they gradually started to rise again in March. A campaign was therefore launched to remind people about the applicable rules on hygiene and social distancing. The campaign also thanked the public for continuing to stick to the measures.

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There was a lot of misinformation about the COVID-19 vaccination doing the rounds. Experts and vaccine specialists debunk some of the common myths from a scientific perspective in short videos.

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While case numbers, hospitalisations and deaths were slightly in decline in January, they were still at a high level. The burden on the health system was making it difficult to treat both those with COVID-19 and patients with other health problems. Another rise in infections could have caused the health system to quickly reach its capacity or even become overwhelmed. The situation was therefore still dangerous, as reflected by the red posters. The campaign raised public awareness of the various rules on hygiene and social distancing through different pictograms.

Following the previous campaign featuring doctors, this time it was nurses’ turn to speak out. People were encouraged to seek information from the FOPH or to contact their doctor or pharmacist when deciding whether or not to get vaccinated.
In addition, in two different TV ads, a doctor explained why getting vaccinated is worthwhile.

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Health professionals explained why they were planning to get vaccinated and highlighted why vaccination makes sense and is important. In the videos, doctors explained their motivations for getting vaccinated. They responded to open questions and explained that the COVID-19 vaccination provided proven protection against severe disease. The campaign was circulated again in the spring of 2021 ahead of the vaccine rollout to the wider population to remind the public of the advice about vaccines from health professionals.

The end of the year brought good news as Swissmedic authorised the first COVID-19 vaccine. Now it was about informing the public so that people in Switzerland could decide whether or not to get vaccinated. Just before Christmas, the FOPH therefore launched a campaign publicising the information portal https://foph-coronavirus.ch/vaccination/ and national infoline on the COVID-19 vaccination.

The impact of the COVID-19 crisis was taking a toll on many people’s mental health in Switzerland. A day of action was therefore held on 10 December to boost people’s mental health during the coronavirus pandemic – with the slogan “Talk about it. Seek help.” The day of action was organised with various charities offering mental health support.

In December, case numbers were stagnating at a high level. The upcoming holiday period presented a major risk due to planned gatherings with family and friends. This campaign called on the public to meet up with as few people as possible and to work from home if possible in the run-up to Christmas to reduce the risk of infection at festive gatherings.

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Between October and December 2020, case numbers in Switzerland were at a high level and the health system was at risk of being overwhelmed. The proportion of positive test results was high. If more people got tested, the virus could be contained more quickly. It was therefore important for people to understand that they should get a free test straight away if they were experiencing symptoms.
From late November, tests were also offered for people experiencing other symptoms, such as a headache, feeling unwell and cold symptoms. The communication materials were updated accordingly and the public was urged to get tested immediately if they experienced any of these symptoms.

The cold winter months mark the arrival of the cold and flu season. A new campaign called on the public to do the Coronavirus check immediately if they are experiencing COVID-19 symptoms. After answering a few questions, they are advised what to do next.

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At the end of October, case numbers continued to surge and Switzerland was in the grip of a 3rd wave. The red phase was therefore initiated, as well as a partial lockdown and the introduction of more measures and restrictions. The public was urged to keep social contact to a minimum. On account of new scientific evidence and due to the evolution of the pandemic, the recommended measures were defined in more detail and amended during the red phase.

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In October, case numbers were rising again and the situation was worrying. After several months of easing, the federal government responded with renewed urgency. The orange phase of the ‘Protect yourself and others’ campaign focussed on breaking chains of infection, and the orange colour was intended to warn the public to be more vigilant.
As the situation was changing rapidly, new measures and restrictions were soon introduced. More pictograms, such as for mandatory working from home, were added to communication materials.

As a fine and relatively calm summer drew to a close, autumn was approaching and with it the cold and flu season. Case numbers started to rise again. The “Go on and do it” campaign was designed to remind younger people in particular to continue to systematically follow the rules on hygiene and social distancing.

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After the summer holidays, a campaign was launched to remind the public that coronavirus was still around and that people should continue to follow the rules on hygiene and social distancing. A total of 26 posters were designed with images adapted to the content.

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In July 2020, the situation remained stable, which is why the blue colour was retained. The “Protect yourself and others” campaign was extended to include a requirement to wear masks on public transport – as the pictogram in the centre of the advert clearly shows.

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To prevent a second wave of infection, people were advised to support contact tracing by installing the SwissCovid app.

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01.06. – 07.06.2020
“Be sure to follow the new rule”
In June, case numbers continued to fall so the blue phase was launched, with the blue colour reflecting improvement and optimism. The focus was on breaking chains of infection. The ‘TTIQ’ strategy (test, trace, isolate, quarantine) was introduced.
At the end of June, the SwissCovid app was launched, accompanied by advertising such as TV ads and various videos explaining the features of the app. The campaign also encouraged the public to install the app.

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27.10. – 01.11.2020
App promotion on social media
To raise awareness of the SwissCovid app and its benefits, Swiss celebrities spoke out in support of the app on social media as part of an online campaign. The videos notched up 1.4 million views on TikTok. TV ads also showed the public how chains of infection could be stopped – including with the SwissCovid app.

By the end of April, the situation was starting to stabilise. The pink phase of the “Protect yourself and others” campaign was therefore launched, reminding people to keep sticking to the rules. The campaign appeared in the characteristic style and using the proven mechanism and the pink colour represented the improved situation. Pictograms were also added for ‘masks’ and ‘working from home’.
An explanatory video explained how to wear a mask properly, and how to take it off and dispose of it. An emotive video was also released, thanking everyone for their support and patience.

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16.03. – 22.03.2020
“Stay at home. Save lives”

As case numbers surged, a lockdown was imposed in mid-March and the public was called on to stay at home where possible. However, the very sunny and warm weather meant that many people were still out and about despite the lockdown. The campaign therefore had to move to the grey phase to shift the emphasis. All campaign elements then featured this new colour. The fine weather continued into April. The public was required to stay at home despite the sunny April weather, which is why the communication materials were altered. An additional advertisement was produced for Easter, calling on people not to meet up with others over the holiday.

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09.04. – 13.04.2020
Bunny Madness smartphone game

To further reduce the spread of coronavirus, the message over Easter was also to stay at home and not to meet up with friends or relatives. To pass the time, the free online game Bunny Madness was launched. The game was also linked to a competition and prize draw.

23.03. – 12.04.2020
“Together against the new coronavirus”

The reinforcement campaign ‘Nus-Nous-Noi-Wir’ was designed to show the public that we are all part of the solution that that we can only combat the pandemic if we stick together. As well as online and TV ads, solidarity flags modelled on the Swiss cross could be ordered and displayed.

Federal Councillor Alain Berset also launched a solidarity campaign on social media, calling on the public to help tackle the pandemic by sticking together and showing solidarity. The health minister nominated celebrity multipliers, fans and followers to spread this message and nominate others. The social media challenge became a major success. A large number of Swiss personalities took part, including Roger Federer, former Miss Switzerland Christa Rigozzi and rapper Stress.

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The situation was getting more serious. As the epidemic was declared a pandemic, the “Protect yourself and others” campaign moved to the next phase. The red traffic light colour indicated the urgent need to comply with the measures. Social distancing was introduced and all communication materials used the red colour. On the basis of new scientific evidence and due to the evolution of the pandemic, the recommended measures were defined in more detail and amended during the ‘red’ phase.

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The first cases of COVID-19 were detected in Switzerland in late February 2020. The federal government declared the ‘special situation’ and the public was asked to be vigilant. The first campaign kicked off with the slogan “Protect yourself and others” – a catchy, unifying and motivating slogan that has underpinned the messaging across all campaign phases. Key information such as the fact sheets were translated into 24 languages. Thanks to self-explanatory pictograms, key elements of the campaign could be understood without additional information. In this initial phase, the yellow traffic light colour was used for the campaign.

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