Nearly 300,000 strokes occur in Germany every year. That makes it the third leading cause of death nationally. The goal of Stiftung Deutsche Schlaganfall-Hilfe, a German charity organization, is to help prevent as many strokes as possible through comprehensive education and information work.
A commercial was created for wide-coverage TV stations and the cinema to educate about the risk factors of stroke. Stress, lack of exercise, smoking and greasy food are listed by the protagonist as preventive measures against stroke. Later it’s reveled that the protagonist isn’t really there to help inform viewers. He's actually the Grim Reaper out for new victims.
The commercial attracted more than 90 million contacts. Since it was broadcast free of charge, the me-dia counter-value generated by activations amounted to 1.5 million EUR. The Stiftung Deutsche Schlag-anfall-Hilfe reported a 75% increase in website hits during the results analysis period. Additionally, people called the number displayed in the commercials more than 1,200 times.