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Since the end of February, the Federal Office of Public Health (FOPH) has spent 11.7 million francs on information in the fight against the coronavirus. “About 80 percent of the budget was spent directly on commercials, TV spots and posters,” Adrian Kammer, the agency’s campaign manager, tells SonntagsBlick. So far, 21 sub-campaigns have been implemented in the last ten months.
Apparently, the administration initially underestimated the crisis: 3.2 million francs had originally been earmarked. A continuous budget adjustment has become inevitable “due to current information needs,” Kammer said. Meanwhile, the BAG has quadrupled the budget and further adjustments are being planned.
BAG spends most of its money on online advertising. So far around CHF 3.9 million has been spent on Internet advertising.
Print ads (3.3 million Swiss francs), billboards (2.2 million Swiss francs), and television advertising (1.9 million Swiss francs) also contribute greatly.
November was the most expensive
How did the cost increase come about? In summer, for example, science warned of rising infection rates in winter: The increased risk of being indoors also increases the risk of infection. The BAG then stepped up its campaign. Camera: “So far, most of the money has tended to be spent in November, especially on the testing sub-campaign.”
FOPH is planning more campaigns in the coming months. Specific details are not disclosed. The budget is likely to be adjusted upward again; currently the upper limit is twelve million francs.
