TVS Textilverband: A THREE-ROPE TEAM FOR THE FUTURE

Credits & Description:

Advertiser: TVS TEXTILVERBAND SCHWEIZ / SWISS TEXTILES
Agency: AGENTUR AM FLUGHAFEN
Category: Dimensional Mailing
Advertising campaign: A THREE-ROPE TEAM FOR THE FUTURE
Copywriter: Patrick Lindner (Agentur am Flughafen)
Art Director: Dominique Rutishauser (Agentur am Flughafen)
Account Director: Miriam Egli (Agentur am Flughafen)
Creative Director: Rene Eugster (Agentur am Flughafen)
Designer: Valeria Hörler (Agentur am Flughafen)

Implementation
In order to cope with this challenge of choosing a career path at such an early age, children need to draw in their teachers and parents. This three-way cooperation was symbolized in a 'rope team' mail (Rope maker being a textile profession in Switzerland), inviting teachers to cut the rope and untangle the knot: It appealed to teachers to organize a school event welcoming representatives from the textile industry responsible for vocational training to talk about possible career paths. Parents, meanwhile, were asked to actively support their children and offer them reading materials on the various career options.

Execution
The three strands woven into a rope represent the elements that come into play to help school children make decisions regarding their future: the children, their parents and teachers all pulling together.

Client Brief Or Objective
The dual education system remains the strongest pillar of our economy. Year after year school children are pushed to make a decision regarding their future career path from an early age. And because a lot of them don’t really know what opportunities there are in the textile industry, we wanted to draw their attention to the Textile Association and let future high school graduates know about the vocational training courses available to them in this field.

Outcome
Initial feedback was quick to come in and 13% of the teachers who received the mail invited representatives from the textile industry to come to their school and introduce the training opportunities in their sector. In contrast to before the campaign was launched, 75% more of the sought-after high school graduates choose careers in the textile industry where previously only grade school leavers were interested.