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Blue Cross: Reverse Poems Campaign

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.

Credits

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