BARMER GEK: BACK TO YOURSELF THE REHAB-SCHEDULE

Credits & Description:

Category: Calendars

Advertiser: BARMER GEK

Product/Service: HEALTH CARE - PUBLIC AWARENESS

Agency: SERVICEPLAN

Chief Creative Officer: Alexander Schill (Serviceplan)

Executive Creative Director: Christoph Nann (Serviceplan)

Executive Creative Director: Maik Kaehler (Serviceplan)

Copywriter: Gesche Sander (Serviceplan)

Art Director: Manuel Wolff (Serviceplan)

Art Director: Fernando Santos Silvestrin (Serviceplan)

Accounting Manager: Cornelia Richter (Serviceplan)

Media placement: Direct Mailing - 5000 mailings distributed to rehab patients - 01.01.2012



Describe the brief from the client

Barmer GEK insurance wanted to support alcohol addicts to endure withdrawal symptoms during their first 14 days of rehab.



Describe the challenges and key objectives

As the first 14 days of rehab are the most demanding ones, we developed a supportive tool for the patients: A rehab calendar that visualises the patient’s progress every hour, every day.



Describe how you arrived at the final design

The schedule is made out of 14 transparent foils that are hanging in front of a mirror; each foil contains the specific therapy activities for 1 day. The daily schedules are layered in a way that a 3D upward spiral is formed. In the beginning the portrait in the mirror is blurry. Every time a foil is removed, the portrait gets clearer and clearer. After 14 days of rehab, the patient literally has a clear view of himself again.



Give some indication of how successful the outcome was in the market

Since the promotion was not finished on date of entry there are no numbers yet.