Alphadog : erasing risk - campaign motifs for the German Accident Insurance Company

The ALPHADOG post producers and photographer Gulliver Theis produced the 'erasing risk' accident prevention campaign for German Accident Insurance Company (DGUV)

Dangerous situations of everyday life and are depicted, which is supposed to increase awareness and responsible behaviour when it comes to driving and transport.

In a haunting manner, the campaign motifs exemplify, how one's own misconduct can be the crucial cause of an accident: Going by the motto: “My head is somewhere else right now”, the pictures show a headless person shortly before an accident and consequential departure from conventional viewing habits, which results in the desired degree of hype.

Almost every fourth reportable accident in the workplace happens during transport or trips. On top of that, an additional 20,000 company car accidents, as well as about 115,000 accidents in regular traffic are also common occurrences.

In over 700 cases, an accident while driving or transporting is fatal. In the case of insured children in day care, pupils or students, a further 60,000 traffic accidents – 66 of which were fatal – have been recorded.

The supervising agency was BBDO Düsseldorf. The partners of the campaign were amongst others, the DVR and the German federal states. The campaign will run until December 2011 and encompasses adverts, posters and leaflets, as well as the website.