The Fall Collection

      Every year, 50.000 elderly end up in hospital due to slip and fall accidents. Using shoe spikes can decrease that number by an estimated 58%. Yet, far from everybody uses them. We wanted to change that.

      Background

      Every year, 50,000 elderly end up in hospital due to slip and fall accidents. It is a severe problem that entails high costs for society, but it is, above all, a trauma for those who fall. That’s why the insurance company Länsförsäkringar Göteborg och Bohuslän continues to take action against slip and fall accidents as part of their preventive work. For the best accident is the one that never occurs.

      A simple way to prevent slip and fall accidents is to use shoe spikes for outdoor activities during autumn and winter when the risk of falling increases. Studies show that using shoe spikes can decrease slip and fall accidents by an estimated 58%. In other words, using shoe spikes is a really cheap insurance. Yet, far from everybody uses them. We wanted to change that.

      Solution

      To lower the threshold for using shoe spikes, we turned them into fashion and launched The Fall Collection – a call to fight slip and fall accidents in style. The collection consisted of three different shoe spikes designed and displayed as fashionable accessories. Anyone could order a pair of stylish shoe spikes, free of charge.

      By placing one of the least fashionable products in a fashion context, we created an exciting contrast. That contrast sparked an interest which we utilized to remind people that shoe spikes can save lives.

      We treated the campaign like any other fashion launch and made sure to be seen in fashion magazines read by our target audience. The campaign was also seen in printed-, digital- and social media.
      Two smartphones display edited promotional images with red backgrounds; left shows seated outfit and text 'The Fall Collection,' right highlights boots with traction devices and Swedish text.
      Two smartphones displaying Facebook ads for 'The Fall Collection,' highlighting accessories against an orange background.

      Result

      3000 pairs of shoe spikes sold out in two days. As demand remained high, we opened up for 1500 more. In only a few hours, they also sold out.

      The colorful and empowering campaign led to some national buzz and made it to Resumé’s pick of the week. Our ad in GP had among the highest figures measured in 2021, all industries included.

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