Blue Cross

Reverse Poems

Agency: Serviceplan


About 20.5 Million Germans suffer from or are close to an addiction. Blue Cross helps these people. Yet, too few know about Blue Cross. Our solution: We employed an extraordinary copy-mechanics – Reverse Poems. Read top-down they speak from the addict’s perspective. Yet, read bottom-up the same copy speaks from the cured addict’s perspective. The message: with Blue Cross you can turn your life from negative to positive. Result: website traffic increased by over 200%. And 80% more addicts sought help at Blue Cross.

This professional campaign titled 'Reverse Poems' was published in Germany in October, 2017. It was created for the brand: Blue Cross, by ad agency: Serviceplan. This Print medium campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted over 4 years ago.


Advertising Agency: Serviceplan, Munich, Germany
Chief Creative Officer: Alexander Schill
Executive Creative Directors: Matthias Harbeck, Till Hohmann, Sandra Loibl
Creative Director Text: Christoph Bohlender
Senior Copywriter: Dr. Sebastian Wolf
Art Director: Franziska Ströhle
Senior Art Director: Matthias Jester-Pfadt
Account Director: Florian Trebus
Account Manager: Ricarda Jacob
Illustrator: Frank Gräfe


iStock Essentials

Blue Cross Blue Shield headquart...

Artist: jetcityimage

iStock Signature

Four Medical Cross Symbols

Artist: RobinOlimb

iStock Signature

cross silhouette

Artist: fzant

iStock Essentials

Abstract geometric medical cross...

Artist: Who_I_am

iStock Essentials

Silhouette jesus christ crucifix...

Artist: Arthit_Longwilai

iStock Signature

Design Elements | circle set #3

Artist: khalus

Limited-Time offer. Save 15% on everything with code 15AOTW.

Search iStock

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.