The City of Zurich commissioned PinkSquirrel to conduct an awareness campaign to help contain the coronavirus, aimed particularly at the 12-to-16 age bracket.
The agency created a social media campaign with the message: “Stay home. Keep corona out.”
To reach as many people as possible on Instagram, Facebook and TikTok, the Dächli- Gruss, a roof gesture, was created to act as a visual symbol: numerous photo and video posts show people holding their arms over their heads in the shape of a roof.
Using programmatic ads and placement targeting, such as at the 20min live concerts, the measures were aimed directly at the youngsters.
Under the hashtag #BliibDihei, large numbers of users and influencers took part in the campaign and spread the message with their own interpretations of the “roof” gesture. The measures have resulted in around 1.6 million impressions and 14,500 responses to date.
Digital advertisement created by PinkSquirrel, Switzerland for The City of Zurich, within the category: Public Interest, NGO.