Safely into the pit
Prevention: Suva aims to raise awareness among employees about workplace safety.
Prevention Suva wants to make employees more aware of the issue of safety in the workplace. At 260000, the number of occupational accidents in 2003 is low compared to those occurring during leisure time. Suva also records an annual decline in the number of incidents. Nevertheless, the most important provider of compulsory accident insurance still sees a need for action in the area of prevention. Under the SuvaPro brand and with the motto "Act before something happens", the insurance company wants to make employers and employees aware of the dangers in the workplace. The ethical and legal responsibility for health and safety in the workplace lies with the employer. However, employees also have a statutory responsibility with regard to occupational safety. Accordingly, they are obliged to eliminate potential hazards or report them to the employer.
The SuvaPro prevention campaign launched at the end of September also focuses on personal responsibility. The Zurich agency Ruf Lanz, which is also responsible for the SuvaLiv campaign, is in charge of the brand. The team led by Danielle Lanz and Markus Ruf created a TV commercial in addition to an ad.
The creative team uses the worst-case scenario of an accident to raise awareness of the dangers in the working environment: In a morbid foggy landscape and accompanied by dramatic sounds, a man digs a grave at the foot of a tree. Only when the camera changes perspective does the viewer realize that the protagonist is not a gravedigger, but a construction worker. By securing the hollow, the supposed grave becomes a harmless building site.
No sense of humor "The resolution with construction makes sense because the construction industry accounts for a large proportion of Suva policyholders," says Markus Ruf. While most of Suva's prevention measures are implemented directly in the companies, the current campaign is intended to reach a broad public. Suva determined the public's preferences with regard to implementation in advance in a public test. In addition to the realized, dramatic campaign, a humorous staging of the slogan "Act before something happens" was also evaluated. The funnier story clearly failed. Danielle Lanz comments: "The results of pretests are very unpredictable. In the SuvLiv commercial with the men's toilet, for example, the more pointed realization won the race."
The ad subject, which is also used, goes one step further in its implementation: a surgeon wears the sterile mouth mask as a blindfold to avoid the unsightly sight of the patient. Thanks to the relatively neutral visual, the ad can also be used for other Suva brands, according to Markus Ruf.
While the doctor motif flanks the commercial as an occasional advertisement, it will run throughout Switzerland for around a month. The SuvaPro film will also be used over the next two years, alternating with the appearances of the other three Suva brands. Incidentally, the commercial was filmed in the middle of the city of Zurich, in Bederpark. The filled-in pit is still fenced off by a red and white plastic strip - although this serves less to prevent accidents than to allow the freshly sown grass to grow undisturbed.
A clear-cut case? The morbid scene suddenly turns into a simple building site.
Intended shock effect: In the service of Suva, Ruf Lanz wants to ensure greater safety in the workplace >> page 7
Simone Keller
The SuvaPro prevention campaign launched at the end of September also focuses on personal responsibility. The Zurich agency Ruf Lanz, which is also responsible for the SuvaLiv campaign, is in charge of the brand. The team led by Danielle Lanz and Markus Ruf created a TV commercial in addition to an ad.
The creative team uses the worst-case scenario of an accident to raise awareness of the dangers in the working environment: In a morbid foggy landscape and accompanied by dramatic sounds, a man digs a grave at the foot of a tree. Only when the camera changes perspective does the viewer realize that the protagonist is not a gravedigger, but a construction worker. By securing the hollow, the supposed grave becomes a harmless building site.
No sense of humor "The resolution with construction makes sense because the construction industry accounts for a large proportion of Suva policyholders," says Markus Ruf. While most of Suva's prevention measures are implemented directly in the companies, the current campaign is intended to reach a broad public. Suva determined the public's preferences with regard to implementation in advance in a public test. In addition to the realized, dramatic campaign, a humorous staging of the slogan "Act before something happens" was also evaluated. The funnier story clearly failed. Danielle Lanz comments: "The results of pretests are very unpredictable. In the SuvLiv commercial with the men's toilet, for example, the more pointed realization won the race."
The ad subject, which is also used, goes one step further in its implementation: a surgeon wears the sterile mouth mask as a blindfold to avoid the unsightly sight of the patient. Thanks to the relatively neutral visual, the ad can also be used for other Suva brands, according to Markus Ruf.
While the doctor motif flanks the commercial as an occasional advertisement, it will run throughout Switzerland for around a month. The SuvaPro film will also be used over the next two years, alternating with the appearances of the other three Suva brands. Incidentally, the commercial was filmed in the middle of the city of Zurich, in Bederpark. The filled-in pit is still fenced off by a red and white plastic strip - although this serves less to prevent accidents than to allow the freshly sown grass to grow undisturbed.
A clear-cut case? The morbid scene suddenly turns into a simple building site.
Intended shock effect: In the service of Suva, Ruf Lanz wants to ensure greater safety in the workplace >> page 7
Simone Keller
