Three agencies belonging to Munich’s Serviceplan Group have joined forces to develop new communications activities for AOK’s ‘Gesunde Kinder – gesunde Zukunft’ (‘Healthy Children – Healthy Future’) initiative.
The campaign is being led by Serviceplan Health & Life, with Serviceplan Sponsoring & Live responsible for bringing Philipp Lahm on board, and Mediaplus taking care of the media planning.
The campaign will include print advertisements, a media partnership and both out-of-home and online advertising.
Bayern captain and German international Lahm, as chairman of the Philipp Lahm Foundation, has already shown his commitment to disadvantaged children and young people in Germany and South Africa. His work on ‘Healthy Children – Healthy Future’ will build on this, said Serviceplan.
“Philipp Lahm has been an exemplary advocate of social issues for years”, said Florian Krumrey, managing director of Serviceplan Sponsoring & Live.
“As ambassador for the ‘Healthy Children – Healthy Future’ initiative, he is once again highlighting his commitment to children. We are delighted to have gained such a credible and, in particular, likeable ambassador.”
Serviceplan Sponsoring & Live is responsible for the relationship with Lahm, from brainstorming ideas, recruiting and negotiating to putting plans into practice.
Serviceplan Health & Life has been responsible for AOK-Bundesverband’s creative image for more than a decade.
Launched on 10 March, the ‘Healthy Children – Healthy Future’ TV advert has been screened by all of Germany’s private broadcasters (including RTL, Sat.1, VOX and kabel eins), as well as on the publicly-owned ‘Das Erste’ channel.