Blue Cross: Reverse Poems

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