Love it back
AOK Baden-Württemberg
Back pain is one of the most common widespread health issues, yet many people endure it for a long time instead of taking targeted action. AOK Baden-Württemberg knows that timely intervention can make a big difference, whether it’s acute pain, chronic issues, or prevention. The challenge: engaging people emotionally and accessibly in back prevention without resorting to a lecturing tone.
Under the motto ‘Love Your Back,’ back health becomes a positive attitude—in the truest sense of the word. Three films show what a strong back feels like in everyday life: from stress-free getting dressed, to playful moments with the kids, to a relaxed morning rise. The message: Those who love their back, live better.
In moving images, the topic is presented in a relatable and appealing way. On OOH surfaces across Baden-Württemberg, it’s visible that the health insurance provider offers strong programs for every need—from moderate discomfort to long-term back problems. Even those without pain are encouraged to maintain their back health through prevention. Content advertising formats such as advertorials, interactive survey tools, and a chatbot guide interested users directly to the right programs. The message is clear: those who love their back don’t have to carry their health alone.
| Production | Virus |
| Direction | Markus Miarka |
