We are very pleased about the Yes to the care initiative, which was accepted on November 28, 2021 with 61 percent of the votes (link final result).
We were able to support the preparatory work (focus groups, GfS planning study, Kipp-Kantone study), draw up a recommendation for the initiative committee and draft a campaign concept.
We also took the lead and coordinated the implementation of the campaign, in which three other agencies (Feinheit, digital/organizing, Spinas Civil Voices), the SBK-ASI nursing association and all sections were significantly involved.
The campaign was launched on October 6, 2021 with a traditional media orientation in Bern.
In general, media coverage was very high in all parts of the country, which was certainly also due to the topicality of the Covid pandemic and the high utilization of intensive care beds.
The campaign materials we produced were almost snatched out of our hands.
Within just a few weeks, 40,000 individual orders were processed, packaged and handed over to the post office.
As a result, 30,000 flags, 16,500 car stickers, 85,000 buttons and 600,000 textile stickers were sent out.
A total of around 900,000 flyers and 100,000 dextrose packets were distributed.
Flyers with statements by regional personalities from various parties were distributed in potential tipping cantons such as Schaffhausen, Glarus, Graubünden, Vaud and St. Gallen.
Over 4,000 people responded to the call to upload a statement with a photo as an ambassador and distribute it via their social media channels.
The website was visited around 90,000 times within two months during the hot campaign phase.
Over the course of the campaign, the campaign team sent out over one million emails, with a high open rate of 44%.
Particular emphasis was placed on the final mobilization.
The campaign team sent out a tweet almost every day and published posts on Faceobook and Instagram.
Misinformation on social media was corrected as far as possible, which proved to be very time-consuming.
Fundraising contributed to the fact that several re-productions of campaign materials were possible, electronic posters with “go-to-vote calls” were posted in train stations at the end of the campaign and a mobilization SMS could be sent to tens of thousands of people.
The popular majority of 61% and the approval of all cantons with the exception of Appenzell Innerrhoden is a great success for all carers in Switzerland.
Patients, who can continue to count on good care, will benefit the most.
The adoption of the care initiative is remarkable for three reasons: firstly, only around 10 percent of all initiatives are adopted; secondly, it is the first popular initiative on health policy; and thirdly, it is the first popular initiative that primarily affects women to be adopted.
We are proud to be part of this historically unique success.
We have been working for the SBK-ASI since 2016.
We were able to support the nursing association in collecting signatures, submitting the signature forms, advising parliament and now in the referendum campaign. The SBK-ASI has given us the mandate to support the implementation of the care initiative at the FDHA/FOPH, the Federal Parliament and the cantons.
It is important to us that our communication has an impact.
We compare the predicted and actual voting results with the measures implemented in the respective cantons.
We are particularly interested in whether the additional measures in the tipping cantons have paid off and whether the approval rate in places with active local committees is higher than elsewhere.
We can use these findings for future campaigns.
