Freshers' Week case study Freshers' Week case study 2017 "Swiss retirement provision risks – campaign challenge" The Freshers’ Week offers new students the opportunity to engage with the complex topic of "retirement provision risks" for Generation Y based on the specific situation in Switzerland. In a first step, the students become familiar with the topic of retirement provision through various information sources. In the second step, they consider the arguments of various stakeholders and their interests. From the first two steps, key messages are derived for the later campaign. In a third step, the new students examine the perception of 18- to 25-year-olds on the subject of retirement provision in detail. Thereby, they try to ascertain the level of perception and the reasons for the not yet fully formed awareness. From the results of the third step, information for the campaign is prepared to adequately address the campaign target group. In the fourth step, the new students define two specific campaign elements and implement these creatively in the form of a video clip or a stage production and an advertising poster. The work on the case study is complemented through keynote presentations and additional background material. At the end of a challenging and exciting week, all 60 groups present their case study results before a preliminary committee. The 10 best groups will go through to the final and present their results at the Closing Event in front of all new students, the judging panel comprising of four experts, as well as numerous other guests and university staff. As every year, a great prize awaits the winning group.