BARMER GEK Design & Branding BACK TO YOURSELF THE REHAB-SCHEDULE by Serviceplan Munich

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BACK TO YOURSELF THE REHAB-SCHEDULE

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Industry Hospitals, Healthcare facilities & Medical Services, Insurance
Media Design & Branding
Market Germany
Agency Serviceplan Munich
Executive Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Manuel Wolff, Fernando Santos Silvestrin
Copywriter Gesche Sander
Released January 2012

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.