Campaigning Strategy Finance, Insurance & Legal
45,000 injuries are caused on Swiss football pitches every year, and unfair behavior is involved in over a third of them. Reason enough for Suva to stage a preventive call for fair play. It takes place above all where behavioral changes are also triggered: in the mind.
Football is the most popular popular sport in Switzerland, but not among insurers. Alarmingly high injury figures regularly cause massive costs and physical suffering, not infrequently resulting in incapacity to work for several months. A major cause is the attitude of the players themselves: More than 30% of accidents are due to factors such as over-motivation, overestimating oneself, frustration, unnecessary harshness, etc. In other words: to unfair playing.
The film accompanying the "Play fair, not dangerous" campaign calls for more prudence by focusing not on the unsightly scenes on the football pitch itself, but on the reactions on the sidelines. The visualization of the accident scenes is thus entirely in the imagination of the viewer. In this way, the serious basic concern is combined with a light-footed implementation - in line with Suva's current communication strategy of conveying messages not with a threatening finger, but with humor and realism.