What the Swiss Touch Can Teach Us
By C. Naseer Ahmad
Washington, DC
There are more people living in Karachi than the entire country of Switzerland, according to the most recent census figures. If we combine the population of Lahore and Karachi, then there are probably three times more people than the entire population of Switzerland.
But when you take into account other factors, such as personal income, the ranking of universities and happiness index, Switzerland - a country lacking natural resources like natural gas and oil - surpasses at every level. This should give some food for thought not just for national and provincial leaders but also head of households concerned about their families’ future.
For a lot of people in Pakistan, Switzerland might be a country where the rich and well connected hide their money. Some might know about the Swiss Family Robinson, Swiss Cheese, the high precision Swiss watches or the scenic views from the Jung Frau mountain in Bollywood movies.
There is a lot to know and learn about Switzerland. So for those who are interested, Switzerland seems to have come up with a brilliant way to share the country’s message via the ‘Swiss Touch’ campaign communicating the message in a beautiful way covering a host of topics ranging from drones, 3D printing, performing arts, sports to cyber security. This effort is ‘at the heart of the public diplomacy’ in US, says Sarah Shafik, Swiss Touch, Project Manager.
Using two identical tables known as the ‘Swiss Touch’ tables as vehicles for discussion, the campaign embodies the ‘duality of contemporary Switzerland as a nation that embodies tradition and a fertile ground for innovation. This sets the stage for a ‘neutral ground for free discussion.’
These tables are made of aged wood from the old Hörnlihütte at the foot of the Matterhorn. Skilled Swiss product designers handcrafted these tables of the material from the Swiss ash tree and are sustainable.
Built with quintessential Swiss innovative methods, these tables serve as a medium to both tell the Swiss story as well as having a meaningful and stimulating conversation. These tables can project images and live stream content enabling the wood surface to act as a touch screen, thereby encouraging interaction from users, both online and offline.
The first conversation actually took place in the commanding but frigid heights in famous winter skiing resort Zermatt near the Matterhorn. It was a revealing conversation about climate change with input from people who are experiencing or witnessing the effects of this phenomenon on their business or daily life.
In the United States, this campaign started from iconic surroundings near the Lincoln Memorial on the Mall. People from different walks of life came up to the Swiss Touch table to converse with HE Ambassador Martin Dahinden about whatever question they could think of at the moment.
These tables travel across the United States for events organized by the network of Swiss diplomats meeting and discussing various topics with experts in different fields. Sometimes these events are hosted by quasi-governmental organizations like SwissNex.
During March through June 2019 in San Francisco, the campaign showcases ‘Swiss Touch Builds a House.’ This interesting effort provides a visual journey through research on the digital transformation of architecture and construction.
There are tremendous ideas explored and discussed at the Swiss Touch events throughout the United States. For instance, the Swiss Touch joined the Center for Civil and Human Rights along with the Swiss Consulate General and the UN to discuss the idea of building sustainable cities in Atlanta. ‘Empowering Young Voices in Foreign Policy’ in New York City brought together key stakeholders to discuss how to inspire the next generation. ‘Humanitarian Protection in the Digital Age’ in San Francisco and ‘Innovation and Humanitarian Aid’ in New York City were great events for discussing topics that are most relevant today.
‘Keeping up with Digital Information’, a unique event at the National Archives in Washington, addressed the ‘challenge of storing, preserving and securing mountains of record - both digital and physical.” To explore ideas on how to build smart communities in future, the Swiss Touch campaign brought together experts from ETH Zurich, DC Office of Planning and the National Planning Commission at the iconic National Building Museum.
Through these series of events centered on the Swiss Touch table, the information provided is both timely and useful.
This ingenious way reintroduces Switzerland, a country that ranks high is so many categories from top ranked universities to the happiness index of its citizens not to mention the list of Nobel Prize winners and technical innovations.
How wonderful it would be if the civil society and governmental leaders learn something from the Swiss Touch instead of being focused on ideological purity and the expensive and counterproductive military competition with a neighboring country.
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