The Freshers’ Week gave the new students the opportunity to deal with the complex issue of "retirement risks" for generation Y tailored to the specific situation in Switzerland.
Process
In a first step, they familiarised themselves with various information on the subject of retirement provisions. In the second step, they gathered the arguments of various stakeholders and considered their interests. From the first two steps in the process, key messages for the later campaign were derived. In a third step, the students examined the perceptions of 18- to 25-year-olds on the subject of retirement provision. They tried to ascertain the level of perception and the reasons for the not yet fully formed awareness in that age group.
Awareness Campaign Generation Y
From the results of the third step, information was provided to adequately address the campaign target group. In the fourth step, the new students defined two specific campaign elements and implemented these creatively in the form of a video clip or stage production. The work on the case study was supplemented by keynote presentations and background information.