Although the pharmaceutical industry enjoys a good reputation in Switzerland and people are fully aware of its enormous economic importance, it is still sometimes perceived as faceless and calculating. The fact that it is people, and not nameless robots, who research day and night to defeat diseases with new drugs and therapies is often forgotten.

That's why the campaign focuses precisely on these people. In a total of 14 subjects, researchers are photographed in their natural, usually less glamorous working environment. The images take an unvarnished look behind the scenes of the research-based pharmaceutical industry. Statements illustrating how much time and work goes into researching and developing new drugs add an emotional dimension to the photos.