Posters were placed in all Swiss ski resorts. In addition, they were hung in all Swiss train stations with direct services to the mountains.

In the first phase, the posters showed nothing but empty hospital beds. As soon as a skier or snowboarder was injured, he was photographed in the hospital bed (with his consent, of course). Then the empty hospital bed was posted over – with the real accident victim.

Within six weeks, all the hospital beds had been filled with genuine injured people.

Newspapers, magazines, radio stations, local TV channels and news portals reported on the real accident victims and their recovery – thus multiplying the promotional effect. This helped to reduce the number of winter sports accidents in Switzerland in winter 2008/2009 by 7 percent.