Author: Annina Schamberger, Director of Communications, Marketing & Public Affairs at B Lab Switzerland
B Lab Switzerland launched its first awareness campaign called “Plan B” at the end of B Corp Month 2023. The initiative was carried out in collaboration with 13 Swiss B Corps and aims to spark a dialogue about essential changes in our economic system, as well as the role that businesses can and must play as catalysts for change.
In the current situation of widespread mistrust towards financial markets and persistent social and environmental crises, it is more important than ever to restore trust and actively initiate changes in our economy. Certified B Corporations™ (short: B Corps) go beyond traditional financial criteria and measure their performance based on rigorous social and environmental performance standards, as well as committing to transparency, accountability, and continuous improvement. The B Corp movement, with over 6,500 B Corps worldwide and around 280 active B Corps in Switzerland, shows that cross-sector collaboration is a solution to break out of the status quo and restore the lost trust of consumers, employees, and investors.
B Lab Switzerland’s “Plan B” campaign aims not only to make Certified B Corporations more known to citizens and consumers in Switzerland but also to demonstrate that B Corps are an effective choice as employers and business partners. Above all, B Lab Switzerland wants to initiate a discussion about essential changes in our economic system and also encourage people to think about their personal Plan B for the planet and our society.
"And what is your plan B for people and the planet?" (Photo by Oscar Valle)
With 'Plan B', we are launching a public campaign for the first time to stimulate a dialogue about the necessary transformations and the crucial role of companies as catalysts for change in the face of global challenges.
The cross-channel campaign is running from the end of March until the end of April 2023 in Switzerland with both out-of-home advertising in the cities of Zurich, Bern, Lausanne, and Geneva and ads on various digital and social channels. In the center of the campaign is the landing page my-planb.ch where users can learn more about the B Corp movement and share their personal Plan B stories to win exclusive B Corp experiences.
The participating B Corps in the campaign include Banque Bonhôte, Beauty Disrupted, Biscuit Agathe, Centre ASSAL, Danone with the brands evian and Alpro, Inovacomm, Loyco, Metawaste, Naef, Nespresso, Redsen Consulting, Rituals Cosmetics, and Twist. The campaign was created in collaboration with the agency Guru by Loyco, which is also a Certified B Corporation.
To learn more about the B Corp movement in Switzerland and Europe, subscribe to the European B Corp newsletter at the bottom of this page.
"We have a Plan B" (Photo by Oscar Valle)
Guru: Project Lead: Grégory Chollet, Art Direction: Aline Chamoux, Campaigning: Anouk Zbinden and Audrey Bonvin
B Lab Switzerland: Project Lead: Jonathan Normand, Concept & Project Management: Sébastien Chahidi and Annina Schamberger, PR: Suzanne Letren, Graphic Design: Noémie Girard, Social Media Management: Marion Guyaz
PRFact: Event and PR Support
Photography: Oscar Valle
