Walker client, Rega, the Swiss air rescue service, wanted to target people in Western Switzerland who tended to contribute less frequently. Statistics showed that the likelihood of having to rely

on Rega was 15,000 times more likely than winning the lottery. This was a fact too good to ignore. A TV commercial was shot in Malaysia, dramatising these odds and the small cost of the Rega service by

comparison. The spot ended with the line: ‘Save your life for the price of a lottery ticket.’ The above the line activity was supported with a strong direct mail campaign sent to 400,000 households. The mailing