Blue Cross Creates Powerful “Reverse Poems“ Print Campaign to Address Addiction

Millions of Germans suffer from or are on the verge of addiction. To raise awareness of the Blue Cross, Serviceplan Campaign together with Serviceplan Health & Life employed a form of copywriting mechanics to create “Reverse Poems”.

The message: with Blue Cross you can turn your life from negative to positive.

The creative idea originated directly from the daily work of the Blue Cross. For an addict, there is just one direction: down. But support groups can really help rise above the addiction and climb back up to the top. To turn this insight into a campaign, Serviceplan Campaign employed a special form of copy: Reverse Poems. Read from the top down they describe the negativity of an addiction. Yet, read from the bottom up the same copy describes a positive life from the perspective of a recovered addict. Serviceplan Campaign combined three different texts, which addressed addictions to gambling, alcohol and drugs, with original illustrations by Frank Gräfe visualizing each addiction.


The print campaign will be published in lifestyle magazines in December 2017 and January 2018. ‘Reverse Poems’ have been featured on indoor posters, resulting in a remarkable increase in traffic to the Blue Cross website, with many more addicts seeking help from the Blue Cross as a result.

“When we had the opportunity to create an awareness campaign for Blue Cross Germany, we thought Reverse Poems would be the perfect way to express what the organization stands for,” said Sandra Loibl, Executive Creative Director, Serviceplan Campaign on the creative concept behind the campaign. “With the help of the Blue Cross, an addict can turn his or her life around from negative to positive. To have Frank Gräfe to do the visuals was the best that could have happened to the work. His illustrations are just as meticulously crafted as the poems. We’re happy that the number of website visitors and people seeking help from the Blue Cross is constantly increasing since the start of the campaign.”


Client: Blaues Kreuz / Blue Cross Germany
Brand: Blaues Kreuz in Deutschland e. V.


Agency: Serviceplan Campaign, Serviceplan Health & Life
Global Chief Creative Officer: Alexander Schill, Serviceplan
Creative Managing Partner Germany: Matthias Harbeck
Creative Managing Partner, Serviceplan Campaign Till Hohmann,
Executive Creative Director: Sandra Loibl, Serviceplan
Creative Director: Christoph Bolender, Serviceplan
Senior Copywriter: Dr. Sebastian Wolf, Serviceplan
Art Director: Franziska Ströhle, Serviceplan
Senior Art Director: Matthias Jester-Pfadt
Account Director: Florian Trebus, Serviceplan
Accout Manager: Ricarda Jacob, Serviceplan

Media Agency: Mediaplus

Illustration: Eat, Sleep + Design, Berlin
Illustrator: Frank Gräfe, Eat, Sleep + Design

Diana Gadong

Diana Gadong

Diana is a staff writer based out of Manila.

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