The Fall Collection
Länsförsäkringar Göteborg och Bohuslän
Every year, 100,000 seniors are hospitalised due to fall accidents. The risk increases during fall and winter because of icy and slippery conditions. Using shoe spikes could reduce the risk by up to 58%. Yet, not many people use them. Why? Because, like most products and communications aimed at seniors, shoe spikes are often dull and carry a strong age stigma. We wanted to change that.
To lower the threshold for using shoe spikes, we turned them into fashion and launched The Fall Collection — a call to fight slip and fall accidents in style. The collection featured three different designs, created and presented as fashionable accessories, offered free of charge.
We approached the collection like a true fashion launch – complete with stylised imagery and models. But most importantly, we treated seniors as humans, instead of an overlooked age group, speaking to them, instead of about them.
Buzz? Check. Measurable impact and increased liking of the brand? Check and check. Oh, and also, 3,000 pairs of shoe spikes were gone in two days. As demand remained high, we opened up for 1,500 more. In only a few hours, they sold out as well.
