Being close to the customer? This is exactly what AOK Baden-Württemberg stands for. The fact that insured persons can rely on their health insurance and that it will be there to help is explained in 2017 with the now familiar „GESUNDNAH“-campaign. AOK communicates with their customers through geographical and emotional closeness, from the motif to its placement. During the first half of the year, the insured meet AOK by means of two large-scale poster flights all over Baden-Württemberg. First, a construction site passageway at the Stuttgart main station is shown entirely in the AOK-GESUNDNAH look. In addition, young insured persons get their wake-up call through social media channels using trenchant messages promoting back health. Middle-aged and senior target groups learn everything about it from the newspaper.