Lumina Health takes abdominal organs out of the taboo zone for KSA

In August 2021, the Kantonsspital Aarau KSA and the Spital Zofingen launched their campaign "Around the belly". In collaboration with KSA, Lumina Health developed the cross-media hospital campaign around the health of the abdomen, its organs and their functions. In an entertaining way, posters, buses, social media, advertisements, a magazine and a microsite make the topic of "belly health" a public conversation and highlight the corresponding medical services. The core of the campaign is formed by the pictorial motifs of the stomach, intestines and liver, staged as a museum. The abdominal organs, depicted as works of art, are intended to familiarize viewers with these valuable and often underestimated and taboo organs and their functions. The campaign aims to build confidence and reduce fears among patients and their relatives.

"The posters act as door openers. The strategy behind it: First attract and touch attention broadly, then go in depth with information," explains Tarja Zingg, CEO of Lumina Health. "This is also the most budget-friendly solution, as we can reach a lot of people with the images at relatively little expense - a prerequisite for them to engage with the topic in the first place. As an economist, I want to get the maximum impact out of every franc, especially when it's public money."

Effective health communication is a multi-layered process. The starting point was a detailed analysis of the complex problem. Based on this, a comprehensive campaign strategy was developed that focuses on the needs of different target groups and the greatest possible impact of the campaign message. The result is a concept with depth that presents an often taboo subject of health in an appealing and exciting way. The key visuals, which present the intestine, stomach and liver in a new way, are designed to attract attention and whet the appetite for more information. On the KSA's social media channels, campaign magazine and microsite. All arounddenbauch.ksa.ch you will find further content on abdominal health and the medical services offered by the two hospitals.

"I am very satisfied because we were able to develop an informative, relieving and entertaining campaign on the topic of abdominal health with a bold and unorthodox concept. We have turned an often taboo subject into an eye-catcher that gets people talking and emotionally involved," says Ralph Schröder, Head of Content Creation & Management at KSA.

Responsible at KSA: Julien Buro, Ralph Schröder. Responsible at Lumina Health: Tarja Zingg (Strategy & Concept), Debi Balmer (Design), Katja Haas (Digital Campaign Management), Stefan Zingg (Concept & Text). Photography: Phil Wenger. Google Ads: Click workshop. Media Planning: JBW Media.