Compared to their neighbours in other European countries, people in Switzerland are good donators. Nevertheless they spend only one third for donations than for the lottery.Rega (Swiss Air-Rescue) is the Swiss life saving organization, rescuing persons injured in Switzerland and abroad, flying them to their designated hospitals. REGA is mainly financed by members. To increase the number of members, this campaign compares the probability of needing the help of Rega to the ‘big win’ in the lottery.

The REGA mailer was delivered in the original lottery-plastic-envelope to all households in the French-speaking region of Switzerland. People generally known for being lotto maniacs. Each recipient received a completed original Swiss Lotto coupon. A closer look reveals not crosses but a headline which reads: You are 15,000 times more likely to need REGA than win the lottery.

11,349 new members each contributing CHF 30.00 annually from now on.