Blue Cross: Reverse Poems

November 30, 2017Filed under Print and Public Interest, NGO

About 20.5 Million Germans suffer from or are close to an addiction. Blue Cross helps these people. Yet, too few know about Blue Cross. Our solution: We employed an extraordinary copy-mechanics – Reverse Poems. Read top-down they speak from the addict’s perspective. Yet, read bottom-up the same copy speaks from the cured addict’s perspective. The message: with Blue Cross you can turn your life from negative to positive. Result: website traffic increased by over 200%. And 80% more addicts sought help at Blue Cross.

Advertising Agency:Serviceplan, Munich, Germany
Chief Creative Officer:Alexander Schill
Executive Creative Directors:Matthias Harbeck, Till Hohmann, Sandra Loibl
Creative Director Text:Christoph Bohlender
Senior Copywriter:Dr. Sebastian Wolf
Art Director:Franziska Ströhle
Senior Art Director:Matthias Jester-Pfadt
Account Director:Florian Trebus
Account Manager:Ricarda Jacob
Illustrator:Frank Gräfe
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