How do you add an element of emotion to healthcare? Prevention campaign _ AOK Sachsen-Anhalt
“WITHOUT YOU I can‘t go on.” It‘s laughable for a health fund to say something like this. But credible when a loved one does. This is the insight for our campaign, and makes the notion of prevention an emotionally charged matter of the heart. Because instead of AOK, it‘s the insured parties themselves speaking and asking their loved ones to stay healthy:
“WITHOUT YOU ... I’d have no one else to daydream with.”
“WITHOUT YOU ... we’d just be ten friends and a ball.”
“WITHOUT YOU ... ‘mine’ and ‘yours’ couldn‘t be ‘ours’.”
There’s nothing more beautiful that can be said between two loved ones. It sparks a desire to stay healthy: For those near to you, and for all those special life moments.
AOK uses this emotional hook to credibly encourage people to use the preventive healthcare services and enjoy life: “Tell your loved ones to stay healthy!”
Our services for the “WITHOUT YOU” campaign:
- Guiding principle and campaign concept
- Creating all communication materials with text and 20 motifs (microsite, postcards, ads, etc.)
- Media plan and online marketing
We took out two Gold and one Silver at the German Stevie® Awards for “WITHOUT YOU”.