Dry summers, heavy precipitation, more heat days and winters with little snow: The climate scenarios presented by ETH Zurich in 2018 are unambiguous. They show with high geographical precision what climate change will mean for Switzerland: While the vegetable farmer will have to irrigate his vegetables in 2060, the homeowner is already evacuating her cellar because of extreme precipitation.

"But the report doesn't just present the looming dangers," says Vincent Eckert, executive director of the Swiss Climate Foundation. "It also shows that climate change can at least be mitigated with decisive action."

Funding amount increased by more than one third

More and more Swiss and Liechtenstein SMEs are taking measures to improve climate protection. In its anniversary year, the foundation was able to provide financial support to around 350 SMEs. The amount of funding increased by 37% compared to the previous year. "Especially in the area of innovation, companies are submitting more and better funding applications to us," Eckert notes. If an SME develops a product for climate protection, it can apply for funding from the Swiss Climate Foundation.

The number of energy efficiency projects also increased: the foundation was able to provide financial support for almost 100 projects with which SMEs save energy in their own operations. The promotion of e-mobility, among other things, has risen sharply in this area, as shown in the annual report of the Swiss Climate Foundation published today.

Well positioned thanks to partner companies

The Foundation continues and strengthens its promotional activities. Financially, it is well positioned and can increase its effectiveness thanks to the 27 partner companies: Large service providers from Switzerland and Liechtenstein donate their net rebate from the CO2 emissions tax to the joint foundation. The agreements with the partner companies currently run until the end of 2020. The foundation has already started the strategic process "post 2020".

Managing Director Vincent Eckert likes to look back on a successful year, "but we'd even rather look forward, to a future that we're now planning together with our partner companies."

 

About the Swiss Climate Foundation

Protecting the climate. Strengthening SMEs. According to this motto, the Swiss Climate Foundation supports projects of small and medium-sized enterprises (SMEs) that contribute to climate protection. Since its establishment in 2008, the foundation has awarded grants totaling 20 million Swiss francs to over 1,400 SMEs in Switzerland and the Principality of Liechtenstein.

The Swiss Climate Foundation was established as a non-profit, independent foundation. It is under federal supervision and is open to interested companies that want to strengthen climate protection through efficient and targeted use of the redistribution from the CO2 steering levy.

Since January 2008, the CO2 Act has required a levy on fuels. Part of the levy flows back to the economy. Large service companies in particular receive more back than they have paid. The partner companies of the Swiss Climate Foundation use this "net rebate" for climate protection measures of Swiss and Liechtenstein SMEs.

The partners of the Swiss Climate Foundation

The Swiss and Liechtenstein service providers Allianz Suisse, Alternative Bank Switzerland, AXA, Bank J. Safra Sarasin, ECA Vaud, Gebäudeversicherung Bern, Gebäudeversicherung Kanton Zürich, Glarner Kantonalbank, Julius Bär, LGT, Liechtensteinische Landesbank, Man Investments, NewRe, PartnerRe, Pictet & Cie, PwC Switzerland, Raiffeisen Switzerland, RobecoSAM, Sanitas Krankenversicherung, SAP (Schweiz) AG, SCOR, Swiss Life, Swiss Re, Vaudoise Assurances, Vontobel, VP Bank and AXA XL are partners of the Swiss Climate Foundation.

 

More information: www.klimastiftung.ch

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Whether cosmetics, fuel or even bioplastic straws - palm oil, soy, ethanol and other raw materials are used for all these goods. Austria consumes 935000 tons of vegetable raw materials (111 kg per capita) from arable farming every year for the production of non-food products alone. For comparison, the figure in Europe is 52 million tons or an average of 103 kg per capita. A recent study by Martin Bruckner, Stefan Giljum and Victor Maus from the Institute for Ecological Economics at the Vienna University of Economics and Business together with colleagues from the International Institute for Applied System Analysis (IIASA), Stockholm University and the University of Bonn investigated the origin of agricultural raw materials for products consumed in Europe.

It became clear that Europe needs resources far beyond its borders. Around 65 percent of the plant-based raw materials required come from other continents - in many cases from tropical regions. In the food sector, Europe's demand for foreign raw materials is also tending to rise, but at 15 percent it is significantly lower.

Reducing consumption is effective environmental protection
Most of the plant-based raw materials for Europe's use are sourced from Asia. After cotton (1.7 million hectares mainly from India, China and Pakistan), palm oil ranks second here: around 6.4 billion liters - harvested from an area of around 1.6 million hectares annually - are either brought to Europe unprocessed or already in the form of processed goods, mostly from Indonesia or Malaysia. Here it is used, for example, for biodiesel, cleaning agents, soaps, cosmetic products or candles. Asia also supplies rubber from around 1.3 million hectares of cultivated land and coconut oil from 0.7 million hectares. 1.2 million hectares of Asia's arable land is used for livestock to produce leather and wool for consumption in Europe. However, switching from palm oil to domestic rapeseed is not a global solution, says Martin Bruckner: "We would need three times as much land in Europe for the same amount of oil, and the result would be increased greenhouse gas emissions and biodiversity loss. Only by greatly reducing our consumption can the ecosystems of our planet be effectively protected."

Europe is importing corn-based ethanol from the USA, mainly for blending with gasoline.

Massive deforestation, global problem shifting
The massive expansion of oil palm plantations is causing increasing deforestation of natural tropical forests. Study author Martin Bruckner explains: "Severe deforestation leads to a high release of greenhouse gases - we see that the clearing of Southeast Asian forests up to 2002 caused even more emissions than Chinese coal-fired power plants in the same period. In addition, alarming losses of biodiversity are becoming apparent."

For Bruckner and his colleagues, the steps currently being taken by policymakers fall short of the mark: "We see that some environmental policy measures tend to shift problems rather than solve them. For example, although the biofuel regulation led to reduced CO2 emissions in domestic transport on the one hand, it caused an unimagined level of global deforestation and thus the destruction of valuable ecosystems. The current directive banning single-use plastic raises similar fears. While this could reduce plastic in the world's oceans, the business model behind bioplastics is also very resource-intensive," says Bruckner.

About the study
For the calculation of the Footprint, the authors used on the one hand a global trade model, which maps product flows in physical units and allows to track agricultural products along international trade routes. On the other hand, a global economic model (EXIOBASE) was integrated in a complementary way to map industrial value chains. The study was carried out with the support of the German Federal Environmental Agency and is part of the 2 million Euro research program FINEPRINT (www.fineprint.global) of the Institute for Ecological Economics at WU Vienna, which investigates global commodity flows and the associated environmental impacts.

Citation: Bruckner, M., Häyhä, T., Maus, V., Giljum, S., Fischer, G., Tramberend, S., Börner, J., 2019. global land use driven by the EU non-food bioeconomy. Environmental Research Letters 14, 045011. https://iopscience.iop.org/article/10.1088/1748-9326/ab07f5

The #REMforum is a unique annual event connecting managers, investors and other key players in the global energy transition, offering inspiring speakers, insightful debates, interactive workshops and extensive networking opportunities. The "#REMforum" is hosted by the Chair of Renewable Energy Management at the University of St. Gallen, one of Europe's leading business schools.

From May 23-24, 2019, the who's who of academic energy research met to find best practices solutions for the "Clean Energy Industry," as it is titled in English.

Energy chains more decentralized and disruptive

Over the last two decades, there has been a change of direction from centralized to decentralized energy storage. However, renewable energy is playing out in both areas: "centralized" (e.g., in large hydro or offshore wind systems) and in decentralized forms (e.g., solar photovoltaics). However, there are also current technological trends towards disruptive models.

Thus, a so-called convergence of "small-scale energy" conversions and storage with electrically powered vehicles is emerging, showing high local flexibility. Such new forms of energy have new consumption possibilities and targeted "peer-to-peer tradings" for renewable energy.

Current framework conditions are thus being redefined for previously institutional energy markets. Therefore, leading energy experts and stakeholders exchanged their opinions at the #REMforum 2019. The #REMforum on May 23-24, 2019, organized by the Chair for Management of Renewable Energies at the University of St. Gallen on the topic "Social Acceptance of Energy Solutions in a Polarized World" was once again a great success.

You can find some of the experts in the overview below:

•     Beatrice Petrovich & Dr. Philipp Thaler, University of St.Gallen (workshop leaders)
•     Jean-Christophe Füeg, Swiss Federal Office of Energy, Head of International Affairs, CH
•     Dr. Oliver Koch, Deputy Head of Unit, DG Energy, European Commission
•     Imke Lübbeke, Head of Unit, EU Climate and Energy Policy, WWF European Policy Office, BE
•     Eberhard Röhm-Malcotti, Head of EU Energy Policy, Axpo Group, BE/CH
•     Dr. Jörg Spicker, Senior Strategic Advisor, Swissgrid AG

 

The #REMforum will take place on April 2-3, 2020. The new forum program for next year can be found at

www.REMforum.ch

 

On April 2, 2019, the first meeting of circular economy and recycling experts from Switzerland and the EU took place. The EU has presented the ambitious "Circular Economy Package 2030". It includes various measures to prevent waste, improve the recyclability of products and promote the development of collection and recycling systems. The goal is for the economy to transition to a circular economy. If Switzerland's most important trading partner makes such fundamental changes to its economic area, Switzerland will also have to deal with these changes.

Recycling experts from the EU and Switzerland debated the challenges and consequences of this new EU strategy on the Swiss industry at the first expert meeting of the "Turntable Circular Economy Switzerland" platform. Patrik Geisselhardt, Managing Director of Swiss Recycling, was pleased with the successful start: "The 'Circular Economy Package 2030' will change our economy more than many think. I am very happy that we can start the dialogue at this early stage to promote the exchange of knowledge and ideas."

Switzerland in a good starting position
Switzerland is also striving for the circular economy. However, it is starting from a better position than many EU countries. For example, many recyclable materials are already collected separately in Switzerland and recycled to a high standard. The guiding principles of the Resource Dialogue provide a framework. Cooperation between the public sector, the recycling industry, product manufacturers and retailers is also working. Product design, or design for recycling, is essential for further steps towards a circular economy. This means that products and packaging must be designed in such a way that they can be recycled as optimally as possible at the end of their life cycle.

Swiss Recycling and Drehscheibe Kreislaufwirtschaft Schweiz:
Swiss Recycling is the umbrella organization of Swiss recycling systems. With the "Drehscheibe Kreislaufwirtschaft Schweiz" (Swiss Circular Economy Hub), Swiss Recycling creates a platform for committed organizations that develop concrete solutions for more circular economy. Among other things, sustainable recycling indicators are being developed instead of simple collection quotas, so that the circular economy can be measured holistically. Design-for-recycling will be optimized by means of sector recommendations from the industries concerned, which will also enable the use of recyclates to be further improved. Finally, the necessary knowledge is presented and shared in a way that is appropriate for the target group.

Related links

• www.circular-economy.swiss
• www.swissrecycling.ch
• www.ressourcentrialog.ch

 

 

The SVUT supports all its members who participate in the MUT would like to register as an exhibitor (by paying 500.- CHF of their exhibition costs to Messe Basel on their behalf, see also End of text). The exhibition area in Hall 1 will be used to present products and service offerings and will be designed as an overall superstructure with system stands.

The latest products and services on the main topics of operational environmental protection and environmental management, water and wastewater treatment, waste management, air pollution control, as well as energy and energy efficiency will meet a professional trade audience from industry, commerce and the public sector at this year's environmental trade fair.

SVUT in the co-organization

The lectures are realized and organized in close cooperation with the industry associations such as SVUT. Current topics from the industry will be covered on all 4 days. Self-contained modules of 2 to 3 hours duration and 4 to 6 presentations on the topics: Microplastics in wastewater, Separate collection - ensuring separation, Impact of climate change on infrastructure planning, New materials and materials - new environmental risks.

Swiss joint stands at international environmental trade fairs in partnership with SVUT

Swiss Pavilions are organized at international trade fairs worldwide to support the export activities of Swiss SMEs. Participation in the Swiss Pavilion allows your company to explore international markets without having to make major preparations for the trade fair.

The Swiss joint stand attracts the attention of trade fair visitors worldwide with its traditional presentation and, thanks to good and continuous cooperation with the trade fair organizers, is always placed in an optimal location.

Benefit from the Pavilion organizer's many years of experience in trade fair preparation and ensure a professional service and an efficient presence at international trade fairs by participating in the Swiss joint stand. The organizer takes over all administrative tasks from trade fair registration and hotel reservations to stand construction, stand design, transport administration or stand catering and thus offers you a ready-made infrastructure that facilitates the work of your employees and colleagues, who can only focus on the individual support of customers and potential buyers on site.

The Swiss joint stand attracts the attention of trade fair visitors worldwide with its traditional presentation and, thanks to good and continuous cooperation with the trade fair organizers, is always placed in an optimal location.

 

Fair list 2019:

- IE expo, Shanghai (IFAT China) April 15 - 17, 2019

- WaterCongress, Santiago May 15 - 17, 2019

- WasteTech, Moscow June 4 - 6, 2019

- ThaiWater, Pumps & Valves tba

  Asean Sustainable Energy, Bangkok June 5 - 8, 2019           

- IFAT Africa, Johannesburg July 09 - 11, 2019

- RWM, Birmingham September 11 - 12, 2019

- MUT Environmental Technology Fair, Basel September 24 - 27, 2019

- IFAT India, Mumbai October 16 - 18, 2019

- WETEX, Dubai October 21 - 23, 2019

- Eco Expo Asia, Hong Kong October 30 - November 2, 2019

- WACEE, Accra November 6 - 8, 2019

- Aquatech, Amsterdam November 5 - 8, 2019

- Waste Expo Brasil, Sao Paulo November 12 - 14, 2019

- World Future Energy Summit, Abu Dhabi January 13 - 18, 2020

- Asiawater, Kuala Lumpur March 28 - 30, 2020

- IFAT, Munich May 4 - 8, 2020

 

As a SVUT member you benefit from a discount of up to 850.- CHF. You can find more information on the Internet at:

www.s-ge.com/de/swiss-pavilion or under www.swissenviro.ch

 

The convinced water ambassador Ernst Bromeis sets off unaccompanied on the 800-kilometer northward journey. Only on certain occasions can he call on shore support. The professional swimmer is no stranger to this type of water sport activity. In addition to crossing the largest Swiss lakes, he swam the length of the Rhine (1,200 kilometers and more) 3 to convey the message of the importance of clean water. Nevertheless, this venture in the almost empty Siberian wilderness will be fundamentally different from drifting downstream between the Swiss Alps and the Netherlands.

Swim down the Rhine "a piece of cake"
Either way, Bromeis' immersion in a lake of unimaginable proportions, where the water temperature rarely exceeds 12 degrees Celsius even in summer - and the idea behind it - will send shivers down the spines of athletes and environmentalists alike. The United Nations Water Day on March 22, should also provide an opportunity to look more broadly at Bromeis' plan. After all, the UN has made H2O one of its Sustainable Development Goals (SDGs), or top priorities. 4 In 2015, 29% of the world's population lacked safely managed drinking water supplies and 61% lacked well-functioning sanitation facilities. If these percentages are to be significantly reduced by 2030, as envisioned by the SDGs, major investments in water resources will be required, including pollution control and the development of transportation and water treatment infrastructure.

Just as Bromeis' adventure would not be possible without sponsors, the challenges highlighted in the context of the United Nations Water Goals can only be met with the help of innovative products and services.

Among the companies investors should keep an eye on is the waste management, water and energy group China Everbright. According to the Chinese government's current five-year economic plan, more than $100 billion will be spent on wastewater treatment projects by 2020. The company, whose recent publications include the article "Ecology and Environment for a Beautiful China, "5 is clearly at the forefront of this effort. Beijing companies involved in wastewater treatment could also benefit from this initiative.

A government-sponsored cleanup is one thing; private investment is another. Throughout Asia and Africa, drinking tap water is often unthinkable, forcing households to rely on bottled goods. Manufacturers of water filters such as A.O. Smith, who are in this line of business in addition to manufacturing water heaters and boilers for the U.S. market, could benefit from growing demand in exposed urban areas around the world. The products, which can be installed under the kitchen sink, cost far less than the typical $10 per week a household in emerging markets typically spends on bottled water.

Access to clean water - in raw quantities

For centuries, the largest reservoir of unfrozen fresh water on earth was untouched by civilization. Only the Trans-Siberian Railway moved at regular intervals along the southern shore of Lake Baikal. Its resident salmon species, the Baikal Omul, thrived for many years and despite its reputation as a local delicacy. A look at the reasons why the omul suddenly appears on the list of endangered fish species today shows that conditions in its habitat have deteriorated. Algae1 and pollution from a paper mill that was reopened by Kremlin decree threaten its species.2

While such companies can be a good choice for any equity fund, they seem to be a particularly good fit for a portfolio with an impact-oriented approach. Often, investors who value sustainability seek not only financial performance, but also non-monetary gains. In this case, that means investors hope that companies will improve access to clean water through their products. Ernst Bromeis, for his part, should have plenty of clean water in the coming months.

www.ebchinaintl.com

 

Important legal information:
This document is for information purposes only and does not constitute an offer, solicitation or recommendation to buy or sell shares of the fund/fund unit or investment instruments, to effect any transactions or to conclude any legal act.

 

1 "Vast and Pristine, Russia's Lake Baikal Is Invaded by Harmful Algae," The New York Times, November 14, 2016.
2 "Ecologists fear for Baikal as Putin saves factory," Reuters, April 2, 2010.
3 "During 44 days swimming the Rhine," Neue Züricher Zeitung, August 20, 2014

4 The Sustainable Development Goals Report 2018, Goal 6: Clean water and sanitation
5 https://www.ebchinaintl.com/en/media/factsheet_dec2018.pdf

The DigiBarometer examines the digital transformation in Switzerland. Established thought patterns and structures must be broken through, and new approaches and business models must be developed. The pressure to innovate and change is becoming a continuous challenge - also for Swiss SMEs.

Against this backdrop, the Chief Digital Community (CDC), in collaboration with the Lucerne School of Information Technology, conducted the DigiBarometer for the first time in 2018 to survey the situation of Swiss SMEs with regard to digital transformation. By means of this survey, important insights into the situation of Swiss SMEs in the increasingly digitalized world could be gained, with the aim of raising awareness.

• 97 percent see digital transformation as an opportunity.
• 20 percent are successfully underway with digital transformation, 68 percent partially successful.
• 70 percent have anchored digital transformation in their corporate strategy, and 13 percent are planning to do the same.
• 49 percent have sufficient know-how internally, while 29 percent do not yet.
• Fifty-six percent gave no answer regarding the location of experts for digital transformation within the corporate structure. 24 percent mention the company management.
• 49 percent state that they have too few resources internally for digital transformation.
• 46 percent name products and services as the reaction area of digital transformation.
• 28 percent say their board of directors has a high level of knowledge, while a further 8 percent rate this as very high. This contrasts with 38 percent who rate their board of directors as having a low or very low level of knowledge.

Conclusion: People, markets and society will change fundamentally. New technologies are forcing companies to radically rethink their business models and offer enormous growth opportunities. But companies should also be able to take advantage of these opportunities. As a direct consequence, mastering the digital transformation means a huge effort, especially for existing companies.

www.chiefdigital.ch

When Anna Ehrbar talks about her everyday life in the forest and her chosen training profession, you can sense her enthusiasm: "Yes, it was the right decision." She didn't want to work indoors, stuck in an office chair after leaving school. No, she belongs in nature, in the fresh air. Around 300 young people start vocational training as forest wardens in Switzerland every year. In Anna's cohort, twelve women throughout Switzerland began their apprenticeship in 2016. "It's certainly not a typical female profession, and the reactions to my choice varied," she says with a smile.

The forest warden from Magdenau

She attends the vocational school in Herisau with 17 young men. "The boys have long since gotten used to me and the atmosphere is very good." Her body has also adapted to the daily, rigorous work in the forest. As a woman, the 18-year-old is aware, she does not have the same strength as her professional colleagues in certain activities. But she clearly compensates for this with her work technique and considered actions. Above all, she loves woodcutting during her apprenticeship. She is proud of her faithful companion, the 60 cubic centimeter Husquarna 562 chainsaw, with which she has now sawn out many drop notches and made felling cuts. She is already a veteran, and with almost gentle movements she nimbly carries out the work steps.

A versatile professional training

Their actions are mindfully accompanied by their trainer, Oliver Zangerl from Herisau. The 28-year-old forester for the Magdenau district radiates a calmness that suits his workplace. If he wants to point out a correction to Anna in her actions during the timber harvest, he does so via a microphone mounted in the safety helmet by radio. "It's important that learners are instructed and guided well, clearly and without rushing," he is aware. He loves to pass on his knowledge of forestry work to young people. That's why he is also active as an instructor in the woodcutting courses organized throughout Switzerland by Forest Switzerland.

"We have to ensure that there are good young people in the industry, so that in the future, too, action will be taken in the forest in the spirit of sustainability." Sustainable action requires extensive knowledge of the complex relationships between fauna, flora, technology, economy and society. After all, the forest is not only a supplier of wood. It is a habitat for a wide variety of animal and plant species, a large drinking water reserve, stores carbon, and is a very popular recreational area for people, some of whom walk a lot. Managing the multifunctional forest and caring for it prudently for future generations requires experts with extensive knowledge. This is also true in view of the future challenges posed by climate change. Higher temperatures and more frequent droughts will change the composition of tree communities, as will the growing problem of harmful organisms introduced with the global movement of goods.

 High churn rate

Among other things, the federal office for training and continuing education in forestry called "Codoc" also takes care of the training of forestry technicians. It is an information hub, teaching material center and information point for forestry training issues. Rolf Dürig, co-director of the specialist unit, is well aware of the complex challenges in the forestry sector: "The forest must be managed in a well-versed manner so that its stability and protective function can be guaranteed. This is a difficult task, also in view of the existing economic pressure on the timber and forestry industry." According to Rolf Dürig, vocational training as a forest warden is popular in Switzerland. There are hardly any problems filling the apprenticeship positions, he explains. Rather, he says, it is an issue of offering enough apprenticeships. Not every forestry operation has enough resources in terms of time, money and employees to be able to offer serious and comprehensive training.

In Magdenau Forest District, these resources seem to be available, even after Anna Ehrbar's training has ended. "We have already filled the apprenticeship position for the coming August. Our new apprentice forester is a young man from the region," says Oliver Zangerl. And what does Anna's near future look like?

"I would like to continue my education to become an arborist after completing my apprenticeship with an arborist company. I love climbing and want to continue in the tree world. And maybe I'll return to the forestry industry later." According to Rolf Dürig, about one-third of trained foresters stay in the industry, and many move into related professions. "The churn rate is nothing unusual; this is also the case in other professions. Our apprenticeship graduates are sought-after professionals. They have learned to work in a team, are safety-conscious in what they do and are motivated to lend a hand, all in any weather."

 

Forest day

The traditional Day of the Forest takes place on March 21. For 2019 the motto is "Good education takes place in the forest". Forest Day was established by the FAO (Food and Agriculture Organization of the United Nations) in the 1970s in response to global forest destruction. In Switzerland, forests grow on around 1.28 million hectares. This area is cared for and managed by around 5,000 forestry professionals. Almost half of the animals and plants found in Switzerland are dependent on the forest, that is about 20,000 species. Thanks to near-natural, expert forest management, valuable biodiversity is preserved, despite the multifaceted demands placed on today's multifunctional forest. (Information: www.waldberufe.ch, www.silviva.ch/itw)

 

 

 

 

 

The Hazardous Waste Day always attracts well over 180 specialists. This year, too, there will be a variety of presentations on the omnipresent topic of "waste".

Once again, speakers from authorities, associations and industry will meet in Olten. This year's topics include:

• Disposal of lithium batteriesNew
• Recycling Initiative Plastic Packaging
• Waste disposal in the cement plant
• Problems and solutions in the landfilling of waste
• Requirements for disposers for the issuance of operating licenses
• Requirements for the organization and operation of hazardous waste collection points

More information about the topics, the program and our partners will be announced soon.

Registration for the Swiss Hazardous Waste Day 2019

The date for the Hazardous Waste Day 2019 has been set: Tuesday, June 4, 2019, at Hotel Arte in Olten.

EcoServe would like to take this opportunity to sincerely thank all participants, exhibitors, media and patron partners, speakers and the photographer for their contribution to the success of Hazardous Waste Day 2018.

All presentations of the SAT 2018 and a short review can be found on our homepage at. "Swiss Hazardous Waste Day 2018"

 

 

What storytelling can achieve in the pharmaceutical sector and which corporations have set a good example with their campaigns in recent years is shown by Miriam Rupp, CEO of Mashup Communications, agency for PR and brand storytelling.

People instead of diseases: The Breathless Choir 

Even the biggest companies tend to be remembered more for their unwieldy slogans than for their exciting campaigns. The pharmaceutical industry covers an enormous range of topics. It operates within a sensitive structure of patients, medical professionals and a strong pharmaceutical industry.

From a scientific perspective, what is needed here is reporting that focuses on the objective presentation of the complex research and treatment of diseases. However, if you look at the why of the industry and focus on the emotional level, it is about people, their well-being and their needs. This is precisely what should also be the focus of communication with the target groups.

An impressive example is provided by the campaign "Breathless Choir" from Philips. The short film shows various patients who have breathing difficulties but do not want to miss their passion for singing. The Breathless Choir helps them learn certain breathing techniques. The film, which won in the Pharma category at Cannes in 2016, shows on the one hand that singing can generate great social added value.

On the other hand, it becomes clear how the choir members regain more energy through certain breathing exercises. Recovery doesn't always have to happen in a traditional medical setting. Philips shows here nicely how emotional content can be used to advertise health topics and products.

Creating awareness for disease patterns with humor and courage

The Gilead Sciences campaign shows that even difficult topics do not always have to be taken seriously, and that humor can be used to create access to research and disease patterns. With the video "My Journey: Flight HIV101"they have launched the campaign "My HIV, My Rules, My Journey". In it, drag queen and activist Panti Bliss humorously advocates for people living with HIV and supports them in their lifelong journey with the disease. The campaign emphasizes that decisions made today about health, wealth and well-being will help people with HIV live the lives they want tomorrow.

Breaking down complexity: storytelling as a knowledge broker

The pharmaceutical industry is characterized by complexity. In addition to sensitive and private topics, much content is very difficult and laborious for laypeople to grasp. Storytelling can act as a bridge here and make comprehensive content accessible to the respective target group. Why always talk in a medical and sterile way about the effects of medications when you can make the benefits comprehensible to everyone through simple stories, comparisons or even graphics?

Bayer succeeds here with its Online magazineto present the goals of research in a way that is comprehensible even to the layperson. This form of content marketing makes it possible to cast the complexity of the subject areas in a tangible form. In addition to general health guides, the site also features personal stories about Bayer employees and insights into various specialist areas, such as cancer research. All the content is always related to people and presented in a comprehensible way, thus making the anonymous large corporation more accessible.

Everyday heroes: Storytelling for employer branding

The pharmaceutical industry has to contend with prejudice in some cases. For many people, a career in this industry is out of the question for moral reasons. Pharmaceutical companies, no less than other employers, must therefore attach importance to brand loyalty with existing and potential employees through active employer branding.

The Merck Group provides a good example with its careers page. With the guiding principle "Where will your curiosity take you?In their "Merck" project, they motivate interested parties to take a closer look at the topics covered by the company and reflect their own work on various levels. With images and videos that are not immediately associated with an anonymous large corporation like Merck, they manage to tangibly portray what the results of their work stand for and which spectrums their research covers.

Conclusion: 

The pharmaceutical industry has countless ways to present itself and communicate with its target groups. Above all, storytelling is not only used to sustainably address patients, but also to inspire physicians and pharmacists with emotional stories. In addition to scientific facts and objective presentations, human stories manage to involve experts. Especially in the field of research and education of rare disease patterns, but also in the retention of employees, the storytelling method can bear fruit.

The sponge as a miracle animal? Ninon Ammann, born in 1988, has written and illustrated a children's non-fiction book about these sensational animals. Ammann's book lends an exciting look at the world underwater, or as the press release from Orell Füssli Publishers puts it, "A fascinating glimpse into a life form from prehistoric times."

"Wonder animal sponge"

The book is the result of the bachelor's thesis of the young Swiss artist, who studied non-fiction illustration at the Lucerne University of Applied Sciences and Arts. She worked with colored pencil and pencil, and received scientific advice from Prof. Dr. Antje Boetius, who works at the Helmholtz Centre for Polar and Marine Research.

Every week, people all over the world go on strike for the climate. At the same time, one of the oldest creatures in the world is making its silent ecological contribution in the depths of the oceans: sponges filter water and store CO₂.

"Wundertier Schwamm" is a children's non-fiction book and part of the atlantis thema series. Over 40 pages, it provides a lot of interesting information about the origin, distribution, variety of forms and function of sponges.

www.ofv.ch/kinderbuch/detail/wundertier-schwamm/103554/