The River is the main visual and narrative motif of the Swiss Banking (the Swiss Bankers Association) campaign. It embodies movement, change and energy – just as the Swiss banking centre does. People travel along it, driven by their personal goals, ideas and wishes. To achieve them, they need orientation and dependable partners to guide them through both calm and stormy waters. The campaign sheds light on how the banks in Switzerland help people through various phases of life by unlocking potential, enabling them to make their dreams come true and offering security.

The campaign is intended to explain how the banking centre serves society and the economy, allowing a differentiated view of the industry and contributing to constructive public discourse on the banks’ role today and going forward.

The campaign 'The River' has been produced by Swiss Banking (the Swiss Bankers Association), the umbrella association of banks in Switzerland. Swiss Banking has been representing the interests of Switzerland’s banks vis-à-vis politicians, authorities and the general public since 1912. Its aim is a strong banking centre that inspires and connects through diversity and innovation, is an international leader rooted in Switzerland and one of the most attractive employers.

The campaign has been commissioned by Swiss Banking (the Swiss Bankers Association), the umbrella association of banks in Switzerland, and is being developed and implemented in conjunction with the Zurich-based agency CRK. A working group comprising representatives of banks in each category is also on hand to provide input and act as a sounding board.

The campaign was launched nationwide at Bankers Day on the 16 September 2025.

The Swiss financial centre is a world leader. The banks

- manage assets worth CHF 9,700 billion,

- employ around 160,000 people,

- contribute some 5% of Switzerland’s total economic output

- and account for around 24% of its service exports.

These figures underscore the banking centre’s economic importance in terms of Switzerland’s stability, innovation and competitiveness. It is thus all the more important to make its role visible and promote dialogue over its future. The campaign will help in this respect.

Source: SNB, BAK, SECO, Accenture

We invite anyone who is interested to contribute via the campaign website (https://www.the-river.ch) and Swiss Banking’s social media channels (LinkedIn, Instagram, Facebook, Youtube). All contact details can be found on the campaign website. Questions, suggestions and feedback are encouraged as the banking centre can only develop and grow stronger through open, constructive dialogue.

They can sign up to a newsletter via the campaign website. This will keep them informed when news, films, podcasts or articles are published.

In-depth information, analyses and the latest developments concerning the Swiss financial centre can be found on the Swiss Banking website: https://www.swissbanking.ch/en.

The campaign is running on LinkedIn, Instagram, YouTube and Spotify, platforms people use every day that enable direct, relatable communication. Digital ads and the campaign website (https://www.the-river.ch) will also be used. From 2027 onwards, the campaign will be expanded to include TV, generating additional reach among the broader population.

The podcasts address hot topics relating to the financial centre that matter to society as a whole, from the digital transformation to regulation, sustainability and corporate responsibility. They are designed to be flexible as regards content to ensure that they can respond quickly to the latest developments. By including a variety of viewpoints from society, business and other areas, they pave the way for sound discourse and differentiated opinion-forming.

'The River' was launched on 16 September together with the first episode. The podcasts are also available as videos on the Swiss Banking YouTube channel.