The association of leading communication agencies LEADING SWISS AGENCIES (LSA) is launching a campaign in collaboration with Pro Plakat to highlight the diverse benefits of analogue and digital poster advertising. Various subjects illustrate the social and economic contribution that posters make – for companies, consumers and the public. At the same time, they highlight the creative diversity and high value of the Swiss communications industry.

Creative appeal to LSA agencies
LEADING SWISS AGENCIES (LSA) has launched an appeal among its members as part of its commitment to Pro Plakat and the communications industry. The aim was to highlight the positive aspects of posters. This has resulted in a colourful mix of creative subjects that address the topic in an exciting way. They show what is missing when posters are restricted or even banned. The subjects will now be displayed on screens and billboards in the largest cities in German-speaking Switzerland throughout 2026.

A local ecosystem suffers from the advertising ban
The impending advertising bans affect many local companies in the creative and printing industries. These often micro-enterprises employ around 15,000 people in the districts of Bern and Zurich, among other places. This ecosystem in turn generates local added value, securing the jobs of a further 17,000 people. The 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 strong message with this campaign.

The value of posters for our society
Posters are a democratic medium that reach people regardless of their access to digital technology or social media. They are visible in everyday life and provide unfiltered information about current issues, cultural offerings and political concerns – without algorithms determining what we see. Those who notice posters remain part of the social discourse. Posters enliven public spaces and are the voice of the city. They stand for creativity, diversity and resource conservation and are – per 1,000 views by viewers – the advertising medium with the lowest CO₂ emissions.

Audrey Arnold, Managing Director of LEADING SWISS AGENCIES, emphasises: ‘Advertising bans have far-reaching consequences for the Swiss creative industry. This puts numerous jobs throughout Switzerland at risk. With this campaign, we are drawing attention to the economic and social value of creative work before irreparable damage is done.’

‘The series, in collaboration with the LSA, is a showcase for the possibilities of posters. For once, the medium itself is the centre of attention. Over the next few months, the city will be filled with important messages about the added value that the industry brings to the economy and the public sector. At the same time, the campaign is a manifesto for diversity, to 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.

Link to the gallery of poster subjects on Pro Plakat