Raven black humor for the blind
With lighthearted and subtle irony, Ruf Lanz creates fundraising TV commercials for a home for the blind in Zurich
Ruf Lanz makes fundraising TV spots for a Zurich home for the blind with cheerful and subtle ironyActually, only the Anglo-Saxons advertise so cheerfully and at the same time ironically for more attention and cash for the disabled. Ruf Lanz proves that it can be done differently here in Switzerland, too, with two spots for the Mühlehalde home for the blind in Zurich. The advertising agency had two blind old ladies plop into the cool waters of Lake Zurich or buy a T-shirt with the inscription "Sex Bomb" in the cool clothing store. And while it's a lot of slapstick, there's method to it. At the end, both spots explain to sighted people: "Without your donation, the blind will soon be left to fend for themselves. To prevent this from happening, Ruf Lanz has swept away the sob stories that are told in the run-up to Christmas. "The consternation ploy no longer works," says Markus Ruf, explaining the tactic. He wanted to implement a campaign that is not interchangeable. This now consists of an ad subject, which was also produced as a streetcar hanger, as well as the two TV spots produced free of charge by Condorfilms. The core message is unmistakable: nursing home residents are urgently dependent on the help of third parties in their daily lives. And that costs money. A lot of money.
This year, there is a gaping hole of 1.5 million francs in the company's coffers. In this emergency, he asked Ruf Lanz for a donation in the form of an advertising campaign, explains Bruno Guglielmetti, who is responsible for fundraising, how the collaboration with the Zurich-based creative agency came about.
"A melancholy performance would not have done justice to the Mühlehalde. Some of the residents really exude charm and mischievousness," explains Markus Ruf. And thus also justifies the choice for the tone of irony.
Danielle Lanz was also impressed by the blind people
Most of the 78 blind and visually impaired people between the ages of 50 and 99 who have found a loving place to stay at Witikonerstrasse 100 in Zurich have not lost their sight until they are of AHV age. This is all the more difficult because people suffering from late blindness or late vision impairment fall through the cracks of the disability insurance (IV). The IV primarily covers loss of earnings. Due to this legal loophole, only 19 residents of the home receive support from the IV.
The blind and visually impaired people are cared for by 97 employees, who share 68 positions. The primary nursing goals are to overcome the crisis triggered by the disease and to enable people to shape their lives in a self-determined way that is appropriate for their age.
The residents can find activities in a textile workshop and a woodworking shop, for example. The activities offered also include singing together and reading aloud from newspapers. "The nursing staff treat these people very lovingly," says Danielle Lanz, who is impressed.
The home for the blind is supported by the Mühlehalde Foundation, which was founded at the beginning of July 1979 by the Dankesberg Women's Home for the Blind Association and the Zurich Lighthouse for the Blind Cooperative.
Ernst Weber
AD Rating
This year, there is a gaping hole of 1.5 million francs in the company's coffers. In this emergency, he asked Ruf Lanz for a donation in the form of an advertising campaign, explains Bruno Guglielmetti, who is responsible for fundraising, how the collaboration with the Zurich-based creative agency came about.
"A melancholy performance would not have done justice to the Mühlehalde. Some of the residents really exude charm and mischievousness," explains Markus Ruf. And thus also justifies the choice for the tone of irony.
Danielle Lanz was also impressed by the blind people
Most of the 78 blind and visually impaired people between the ages of 50 and 99 who have found a loving place to stay at Witikonerstrasse 100 in Zurich have not lost their sight until they are of AHV age. This is all the more difficult because people suffering from late blindness or late vision impairment fall through the cracks of the disability insurance (IV). The IV primarily covers loss of earnings. Due to this legal loophole, only 19 residents of the home receive support from the IV.
The blind and visually impaired people are cared for by 97 employees, who share 68 positions. The primary nursing goals are to overcome the crisis triggered by the disease and to enable people to shape their lives in a self-determined way that is appropriate for their age.
The residents can find activities in a textile workshop and a woodworking shop, for example. The activities offered also include singing together and reading aloud from newspapers. "The nursing staff treat these people very lovingly," says Danielle Lanz, who is impressed.
The home for the blind is supported by the Mühlehalde Foundation, which was founded at the beginning of July 1979 by the Dankesberg Women's Home for the Blind Association and the Zurich Lighthouse for the Blind Cooperative.
Ernst Weber
AD Rating
Professional or amateur models?
The ad raters did not share the retro trend toward nature. The main thing is debate - it has to happen. Now it's about the use of amateur versus professional models. Please click your opinion on www.werbewoche.ch /adrating
Advertising naturalism
Top: 36,72%
Flop: 63,28%
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