Help with Identifying Details in an Old Photograph

[MCMXCV]

Below is a section of a photo in my family album. I haven’t identified the individuals (yet); I don’t even think they’re family relatives. What I’m curious about are the ribbon pin the man and woman facing the camera are wearing, and what could be written on the sign behind them. I’m aware most of it is hidden, but maybe someone recognises it from somewhere else. It seems there’s a celebration of some sort?

The photo was most probably taken between 1941 and 1945 in what was then Untersteiermark.

[noricum]

As for the shield in the rear, it could read for example as: Viel Kraft fürs nächste Jahr.
No idea for the ribbon, does not look of German origin in style.

[MCMXCV]

When I saw the ribbon, I first though of the Austrian flag (red-white-red), but it wouldn’t make sense during that time period… As for the motive on it, I think I discern an outline of a rose and two words below it. I’ll check again tomorrow during the daylight if I’m able to read it.

[noricum]

The strip of raw material used for the ribbon could indeed well be of A-H vintage. It would be 40mm wide and would be folded up in a triangle shape with the actual medal hanging from it, on Austrian and Austro- Hungarian medals.