Before Christmas Blue Cross sent an actor dressed as Santa Claus into downtown Zurich. He acted drunk, staggering down streets in his costume, carrying a sack and trying to distribute flyers with the message: “Alcoholism can affect anyone. For help call: 044/262 27 27. Blue Cross.” The action was recorded by a cameraman and a photographer, and passed on to TV stations and newspapers to generate even more publicity.

The action spread the theme to a broad public. Many flyers were distributed, and press reports from large newspapers and magazines multiplied the value of the investment by reaching more than a million readers (= 0.01 CHF per contact). The client also received many favourable letters and e-mails.