Cross-media fundraising campaign for Sozialwerk Pfarrer Sieber
Bright pink and happy faces bring colour to the wet grey of Zurich's winter. evoq is deliberately placing Zurich's most traditional emergency shelter and thus the heart of the NPO's long-standing commitment at the centre of the campaign: the «Pfuusbus» (Slumber-bus).
The «Pfuusbus», an icon of the city of Zurich
For over 20 years, homeless and needy people have found shelter in the «Pfuusbus» during the cold season. But what is probably the best-known emergency shelter in the city of Zurich is much more than just a warm room and a place to sleep for those affected. It is a place where all those people who are marginalised by society find their place.
An eye-catcher in the dark season
Based on the setup in Zurich Albisgüetli, the campaign focuses on the eye-catching colour of the pink awning and stages the «Pfuusbus» as an iconographic form that offers everyone a safe home in an understanding and non-judgemental community. The strong colour scheme and striking shape are the unifying element across all media and characterise the campaign visuals. A real eye-catcher in the usual sea of stars and lights.
Mailing, posters and social media videos
The centrepiece of the fundraising campaign is an addressed mailing and a flyer, in which the stories of those affected are portrayed and at the same time show how important the «Pfuusbus» is in their lives. Reach and visibility are further increased by hanging boxes in the VBZ trams, F12L posters at the main railway station, promotional areas in post offices as well as adverts and newspaper supplements.
In addition to the print realisations, five short spots on various topics on social media ensure additional involvement and complement the media mix. The aim is always to direct viewers to the pfuusbus.ch landing page and motivate them to make a donation.
"In the «Pfuusbus», I found a place of hope, a lighthouse in the storms of my life."
Luis, former homeless person