The Yes campaign was led and coordinated by the Chamber of Commerce of the Canton of Ticino and the Industry Association. The members were both financially and actively involved in the campaign. furrerhugi was commissioned by the associations three months before the vote to support them in the campaign.
furrerhugi developed the strategic concept and the visual appearance of the campaign. The main message was: ‘Per evitare aumenti d'imposte a tutti. Meno imposte anche per me.’ (To avoid tax increases for everyone. Less taxes for me too.). In addition, furrerhugi coordinated the steering committee and the involvement of partners and personalities from politics and society. In addition, furrerhugi was responsible for the design and production of all advertising material, including flyers, posters, ePanels, adverts, banners and the website. The organisation of the media conferences was also one of furrerhugi's tasks.
Contrary to expectations at the start of the campaign in March 2024, the vote was won with 56.9% in favour.