The beds in the poster hospital are filling up
For Suva's new winter sports campaign, Ruf Lanz has transformed billboard spaces into hospital beds as a preventive measure.
It's food for thought that literally hits home - and will hopefully help make speeding accidents a thing of the past. This is how train passengers experienced Ruf Lanz's latest campaign for its client SuvaLiv in recent weeks. The posters were hung up on the platforms of train stations where winter sports enthusiasts were waiting for their trains to Chur, the mountains of central Switzerland or the Bernese Oberland.
An F12 poster is almost exactly the shape and size of a hospital bed. This similarity gave Ruf Lanz the idea for a correspondingly striking visualization of the statistics. Due to much more active leisure activities than in the past, there are now significantly more non-occupational accidents than occupational accidents in Switzerland. And 32 percent of all sports accidents occur during winter sports. This is no coincidence, as the ski slopes are frequented by everyone from toddlers with bends to downhill cracks at over 100 kilometers per hour. Some winter sports enthusiasts overestimate their abilities - and therefore underestimate the risk. The result is collisions with other winter sports enthusiasts and numerous, sometimes serious accidents. This was dramatically demonstrated to us at the beginning of this season with a German politician and his collision with a woman who died as a result of the accident. Even if the outcome is less serious, accidents involving insured persons often result in very high costs for Suva.
The Suva brand SuvaLiv is committed to increasing recreational safety. In recent years, together with Ruf Lanz, it has already appealed to winter sports enthusiasts to take personal responsibility with several award-winning campaigns. The current campaign uses a three-stage poster display. On January 5, three posters with as yet untouched "hospital beds" were first put up on the busy railroad platforms. As the posters went up, the beds slowly filled up with victims of skiing accidents. These are not models, as is usually the case in advertising. Ruf Lanz used a 20-minute "casting" to find real victims. They were actually victims of ski slashers. Their very personal story of fate can now be found on the posters in a medical report that the unfortunate victims hold over their chests. To ensure that the consequences of their accidents are portrayed correctly, a surgeon was also involved in the shoot with photographer Oliver Nanzig as "art director", alongside Grit Wolany from the agency.
After a good three weeks, all the hospital beds on the billboards are now occupied by such victims of piste racers. The claim now makes sense: "So that the ski season doesn't end here: Don't speed."
Markus Ruf, who as a commuter between Zug and Zurich was able to follow the increasing bed occupancy in his "hospital" on his way to work, was delighted every day by the attentive observations of passers-by. The trick of changing the posters every few days while keeping the same layout meant that no one was able to mindlessly wait for the train in front of the posters. Advertisements or a film, on the other hand, are not feasible with this idea. The further development of the campaign will be managed by Suva's internal PR department. Ruf Lanz then wants to use all the media to promote the other leisure topics of bicycle helmets and fair play in football.
Andreas Panzeri
An F12 poster is almost exactly the shape and size of a hospital bed. This similarity gave Ruf Lanz the idea for a correspondingly striking visualization of the statistics. Due to much more active leisure activities than in the past, there are now significantly more non-occupational accidents than occupational accidents in Switzerland. And 32 percent of all sports accidents occur during winter sports. This is no coincidence, as the ski slopes are frequented by everyone from toddlers with bends to downhill cracks at over 100 kilometers per hour. Some winter sports enthusiasts overestimate their abilities - and therefore underestimate the risk. The result is collisions with other winter sports enthusiasts and numerous, sometimes serious accidents. This was dramatically demonstrated to us at the beginning of this season with a German politician and his collision with a woman who died as a result of the accident. Even if the outcome is less serious, accidents involving insured persons often result in very high costs for Suva.
The Suva brand SuvaLiv is committed to increasing recreational safety. In recent years, together with Ruf Lanz, it has already appealed to winter sports enthusiasts to take personal responsibility with several award-winning campaigns. The current campaign uses a three-stage poster display. On January 5, three posters with as yet untouched "hospital beds" were first put up on the busy railroad platforms. As the posters went up, the beds slowly filled up with victims of skiing accidents. These are not models, as is usually the case in advertising. Ruf Lanz used a 20-minute "casting" to find real victims. They were actually victims of ski slashers. Their very personal story of fate can now be found on the posters in a medical report that the unfortunate victims hold over their chests. To ensure that the consequences of their accidents are portrayed correctly, a surgeon was also involved in the shoot with photographer Oliver Nanzig as "art director", alongside Grit Wolany from the agency.
After a good three weeks, all the hospital beds on the billboards are now occupied by such victims of piste racers. The claim now makes sense: "So that the ski season doesn't end here: Don't speed."
Markus Ruf, who as a commuter between Zug and Zurich was able to follow the increasing bed occupancy in his "hospital" on his way to work, was delighted every day by the attentive observations of passers-by. The trick of changing the posters every few days while keeping the same layout meant that no one was able to mindlessly wait for the train in front of the posters. Advertisements or a film, on the other hand, are not feasible with this idea. The further development of the campaign will be managed by Suva's internal PR department. Ruf Lanz then wants to use all the media to promote the other leisure topics of bicycle helmets and fair play in football.
Andreas Panzeri
