Frauenzentrale
A message from Sweden to Switzerland
The Zurich Women’s Centre is fighting against the legislation on sex for sale in Switzerland — but has not received any attention for a long time. It is not the criminalisation of prostitution, but the criminalisation of the demand for paid sex that should curb prostitution.
But how do you start the discussion on this topic?
In 1999, Sweden became the first country in the world to ban the purchase of sex. Since then, clients have been penalised, but prostitutes have not.
Sweden and Switzerland are often confused internationally.
Based on these insights, we create a viral and PR video in which the Swedes use the confusion that the two countries have hardly anything in common when it comes to women’s rights — and hold up a mirror to Switzerland.
The campaign, which was launched with CHF 0 media investment, triggered a nationwide discussion about prostitution.
In 2020, it won Switzerland’s first Grand Effie.