For Switzerland as a knowledge location, science communication that reaches as many people as possible is becoming increasingly important. This is because it creates the necessary legitimacy for the main sources of Swiss prosperity: education, research and innovation (ERI). It is therefore a central key task of the knowledge society to bring as many people as possible into the future at all stages of the value chain. For this to succeed, science must be communicated in a more attractive, entertaining and original way. If the BFI sector, as a priority political area, is to remain capable of gaining majority support in the long term, science communication that simultaneously creates trust and has a broad impact is of central importance. It secures the country's prosperity through public funding of Switzerland as a centre of knowledge.