Emergency Campaign: Partner & Partner Wins Contract
Winterthur Agency Undercuts Budget by Nearly 20 Percent
The Winterthur communications agency Partner & Partner has won the contract for the publication campaign for the planned guide "Behavior in Crisis and War. A Guide for the Population". The client is the Government Conference for Military, Civil Protection and Fire Services (RK MZF). The agency prevailed against eleven other bidders in an open tender process.
The contract value is CHF 966,392. This keeps the order below the budgeted cost ceiling of CHF 1.2 million. The difference amounts to approximately CHF 233,600 or 19.5 percent. The contract award decision was published on August 21, 2026. Persönlich was the first to report on it. The tender was published on the Simap procurement platform in June.
Broad Information Campaign
The assignment extends beyond merely promoting a brochure. It includes media relations, traditional advertising, social media, and multiplier management. Additionally, a permanent campaign website will be created. It will remain an information platform even after the main advertising measures conclude.
The underlying guide aims to inform the Swiss population on how to behave in the event of disasters, emergencies, and, in extreme cases, war. The tender specifies comprehensive information on concrete measures and behaviors, as well as references to official information sources, as a goal.
The RK MZF justifies the need with the changed security policy situation. The guide is currently still being finalized. According to Secretary General Alexander Krethlow, it is expected to be published at the end of 2026 or early 2027 and will initially appear digitally.
Price Was Not the Sole Award Criterion
The comparison between the cost ceiling and the actual award is notable. However, the tender documents indicate that price was not the sole factor in the award decision. Criteria included the quality of the concept and creative approach, feasibility and efficiency of the timeline, and the cost-benefit ratio. A presentation for selected bidders was also part of the process.
Regarding concept quality, particular attention was paid to how well bidders understood the sensitive content and diverse target groups, and how convincingly the campaign could be designed. Bidders had to submit, among other things, a concept and an initial draft for a key visual.
Therefore, merely falling below the cost ceiling does not lead to the conclusion that Partner & Partner received the contract due to the lowest price. The overall evaluation of the submitted offers was decisive.
A Sensitive Assignment
Communication surrounding the guide is politically and socially sensitive. The campaign should address not only a potential armed conflict but also other crisis and emergency situations. This exact scope is stipulated in the tender.
The planned guide also stands in a longer Swiss tradition of government information on behavior in crises. At the same time, today's undertaking differs significantly from the so-called "Civil Defense Booklet" from 1969, which caused fierce political and social controversy at the time. The current project aims to provide concrete guidance for various crisis situations.
Among others, Sweden serves as an international role model. In 2024, the country distributed a comprehensive guide to households to prepare the population for crises and potential war. Switzerland is now also providing information on preparedness and correct behavior in an emergency.
Why a Campaign Website?
The permanent website is an important part of the assignment. While traditional advertising and social media are primarily intended to generate attention during the campaign, the website should remain accessible long-term. This creates a digital point of contact for information on behavior in crises and emergencies, alongside the actual guide.
The population is not only prepared for war. The tender text explicitly mentions disasters and other emergencies. Thus, the project stands in a broader context of civil protection. Switzerland's civil protection system includes, among other things, the protection of the population, the care of those seeking protection, and the support of other partner organizations in civil protection.
Project Launch Imminent
Partner & Partner can now begin implementation. The tender foresees a timely campaign launch after contract signing. The exact start dates for the individual communication measures are not yet publicly known. The final design of the guide is also pending.
However, the financial framework is firm: the RK MZF allocates CHF 966,392 for the campaign website and publication campaign. This amount is significantly below the advertised cost ceiling of CHF 1.2 million.
The project is also noteworthy for Switzerland because the Confederation and cantons want to raise public awareness of various crisis scenarios. Ultimately, the crucial factor will be whether the information is understandable, factual, and practically usable for as many people as possible.
Sources
- Partner & Partner Wins Emergency Campaign – persoenlich.com (August 21, 2026).
- SIMAP: Publication Campaign and Campaign Website "Behavior in Crisis and War". The tender describes the scope, objectives, and award criteria of the contract.
- Tender Information for the Campaign.
- Blick: Cantons Launch Campaign for War Scenario (August 25, 2026).
