The association of leading communications agencies, LEADING SWISS AGENCIES (LSA), is launching a campaign together with Pro Plakat to highlight the wide-ranging benefits of analogue and digital poster advertising. Various motifs illustrate the social and economic contribution posters make—for companies, consumers and the general public. At the same time, they underscore the creative diversity and high value of the Swiss communications industry.
Creative call to LSA agencies
As part of its commitment to Pro Plakat and to the communications industry, LEADING SWISS AGENCIES (LSA) issued a call among its members. The aim was to highlight the positive aspects of posters. This resulted in a colourful mix of creative motifs that take up the topic in an exciting way. They show what is missing when posters are restricted or even banned. The motifs will now be displayed throughout 2026 on screens and poster sites in the largest cities in German-speaking Switzerland.
A local ecosystem suffers under the advertising ban
The looming advertising bans affect many local companies that are at home in the creative and printing industries. These often very small businesses employ around 15,000 people, including in neighbourhoods of Bern and Zurich. This ecosystem in turn generates local value creation that secures the jobs of a further 17,000 people. LSA is fighting for these many creative jobs so that value creation can continue to take place locally in Switzerland in the future, and is sending a clear signal with this initiative.
The value of posters for our society
Posters are a democratic medium that reaches people regardless of digital access or social media. They are visible in everyday life and provide unfiltered information about current topics, cultural offerings and political concerns—without algorithms determining what we see. Anyone who notices posters remains part of public discourse. Posters enliven public space and are the voice of the city. They stand for creativity, diversity and resource conservation and—per 1,000 views by viewers—are the comparatively lowest-CO₂ advertising material.
Audrey Arnold, Managing Director of LEADING SWISS AGENCIES, emphasises: “Advertising bans have far-reaching consequences for Switzerland’s creative economy. This puts numerous jobs at risk across Switzerland. With the campaign, we are drawing attention to the economic and social value of creative work before irreparable damage occurs.”
“The series in collaboration with LSA is a showcase for the possibilities of posters. For once, the medium itself is at the centre of attention. Over the coming months, the city will be activated with the key messages about the added value the industry contributes to the economy and the public sector. At the same time, the campaign is a manifesto for diversity, for which we are providing a platform here,” explains Michelle Sameli, Communications Manager at Pro Plakat.
The campaign was made possible thanks to the support of Setaprint AG, JCM Werbedruck AG and Plakatif AG.