Ruf Lanz for Arud: Discretion with alcohol addiction
Arud, the center for addiction medicine, raises awareness of treatment for alcohol problems with a campaign by Ruf Lanz. The focus: the topic of discretion.
Alcohol has a firm place in our culture and is part of it for many. But the potential for addiction is high: one in five adults exhibits high-risk drinking behavior. Physical and psychological habituation to alcohol can lead to dependence - a serious illness. Those affected can seek treatment at Arud. To ensure that as many people as possible learn about it, the Center for Addiction Medicine has now launched a new campaign with Ruf Lanz, which is all about one thing: discretion. Men and women are presented in the campaign in such a way that they remain anonymous due to the contents of the glass in front of their eyes. All those portrayed deliberately do not conform to the stereotype of neglected alcoholics. After all, alcohol problems should be treated as early as possible.
Counteract fear and shame
"Out of fear and shame, people often do not seek help. With fatal consequences for health and quality of life. We are committed to counteracting this with this campaign," says communications planner Patrizia De Nicoli. The four motifs can be seen from October 10 in the greater Zurich area: in a billboard, on public transport posters, on advertisements, postcards, counter displays with educational material, and in social media.
Responsible at Arud: Patrizia De Nicoli (Communication), Reto Jeger (Managing Director), Thilo Beck (Co-chief Physician Psychiatry), Philip Bruggmann (Co-chief Physician Internal Medicine). Responsible at Ruf Lanz, Zurich: Mario Moosbrugger (art direction), Markus Ruf, Danielle Knecht Lanz (creative direction), Miro Poffa, Nadia Amaru (consulting). External partners: Paolo Emmanuele (photography), Michèle Aschmann (image editing), RTK Medientechnik (lithography), Setaprint (printing).
