I want time, … I want to be brave… - Autumn SONNICHSEN c/o EMEIS DEUBEL photographed the latest ‘I want’ awareness campaign focused on families for AOK Rhineland / Hamburg, which was developed by the agency Ressourcenmangel Düsseldorf, the lead agency of the health insurer since 2019.
The main motif of the campaign with the claim ‘I want’ are family members authentically expressing their personal wants and needs for themselves and their families. Over a period of at least two years, various flights are planned to inform families about the services and offers of AOK Rhineland/Hamburg and adequately address their individual requirements. Topics such as exercise, nutrition, mental health, pregnancy, and childbirth will be addressed repeatedly in advertising campaigns and events.
“Families have been facing many challenges for years, exacerbated additionally by the COVID-19 pandemic: just a few of the urgent issues they are coping with include concerns about future medical care, increasing financial burdens, and the growing demand for healthcare services. In this turbulent day and age, we want to be a reliable partner and reaffirm our commitment to the health of children with heart and soul,” says Dirk Hennes, Head of Marketing at AOK Rhineland/Hamburg.
“Families are all of our concern. Each of us is part of a family and has the empathy to relate with the health issues that concern them. The background and context of the campaign is also a heart-felt matter for us here at Ressourcenmangel,” says Michael Lorenz, Head of Creation at Ressourcenmangel Düsseldorf.
Under the name Allgemeine Ortskrankenkasse (AOK), which is German for General Local Health Insurance, there are eleven legally independent health insurance funds in Germany at the moment. Six of which are responsible for a single German state, while five AOKs are responsible for multiple states because of mergers dating back to between 2006 and 2012.
The AOK insures more than 27 million individuals – almost a third of the population in Germany. With an insured share of around 50 percent among those in need of care, it is also the largest long-term care insurance fund in Germany.
The campaign was produced by Saltwater Films.
CREDITS
Client AOK Rhineland/Hamburg
Marketing Dirk Hennes
Agency Ressourcenmanagel Düsseldorf
Head of Creation Michael Lorenz
Business Direction Emma Förster
Account Director Nadine Königs
Consultant Rebecca Struck
Creative Direction Alexander Gerlings
Art Direction Jörg Retterath
Senior Text Frederik Brumm
Film Production Company Saltwater Films, Düsseldorf
Executive Producer Marie Niemann
Photographer Autumn Sonnichsen c/o ED
Media Jom Group, Hamburg
