Strengthening biodiversity with “supergut”
Hilti Foundation
26.09.2023
As a charitable foundation, the Hilti Family Foundation Liechtenstein (HFFL) has defined the focus of its activities for the coming years: the promotion of biodiversity. This week, the label we have created for this purpose will be presented to the public. It is simply called “supergut” (super good).
Atoll developed the central idea and conceptualised and designed all content for all communication disciplines: branding, advertising, content, web and UX design. News, tips and portraits of supporters can be found on the supergut.li website and in several social media channels. Print and poster subjects, display and video ads, TV and radio adverts complete the launch campaign.
The initiative focuses on what are known as ecosystem services and presents many of them individually and explicitly. We help ourselves to nature as if it were a huge supermarket. This can only work in the long term if we no longer believe that it is free. It is high time we gave something back. The motto: “Biodiversity takes care of us. Let’s take care of it.”
Common attempts to raise awareness of biodiversity often focus on the intrinsic value of nature, embodied by endangered, charismatic animals such as tigers or polar bears. In our eyes, however, mainstreaming cannot succeed without focussing on the benefits for people. In this way, we can also reach the sceptics who were previously able to simply ignore the connection between their lives and that of an earthworm.
We want to make biodiversity tangible as a “gain” instead of its loss as a “pain”. We needed a short, positive name, and it couldn't be shorter and more positive than “supergut”.
