Accidents only ever happen to others. At least that’s what we tell ourselves. This was a problem for Swiss Air Rescue service, Rega, and subse- quently walker, who were
tasked with changing people’s attitudes. Through an emotional 90 second cinema ad Rega challenged Swiss people to think again about their options should they ever be involved in
an accident. The film pulls no punches, ending with the fact that one in twelve of us will rely on the services of Rega. The spot was supported by a direct mail campaign.