Accidents only ever happen to others. At least that’s what we tell ourselves. This was a problem for Swiss Air Rescue, Rega, and subsequently Walker, who were tasked with changing people’s attitudes with the help of a direct mail piece. The piece dramatizes
the fact that every twelfth person in Switzerland is at one time in their life dependent on the services of Rega. The mailing was supported by a powerful TV spot. The mailer achieved a return of 5.95% after just 30 days.