We wanted to create a simple eye opener. Proverbs and sayings are something everyone recognizes and uses daily. You might have heard the Swedish proverbs; "Malice is the only true joy", "What you don't know about, you don't suffer from" and "No danger on the roof". The idea of no one should miss compensation - the proverb campaign was born. By removing some information in these proverbs with blood and tippex, it became our own with a completely different meaning that fit what we wanted to say. In this way, we managed to catch the reader's attention and remind the target group to talk to their employees about a secure staff benefit. The target group was reached in channels where they are in their professional role. The magazine "Dagens Samhälle", with its reach, is a very good channel. Therefore, the decision was made to print on print ads and the ad appeared as a full page in October.