SANITAS HEALTH FORECAST, EDITION 2021
The new optimism
The challenge
Health matters. And health-conscious individuals want to shape their personal health more and more proactively. What are the most important current developments? What are the latest physical and mental health trends? What are experts and futurologists expecting? What do Swiss people think about health-relevant topics? What kind of challenges are they facing and addressing? Switzerland lacks a platform that brings together these different kinds of perspectives revolving about the health of our future.
The solution
In its yearly edition 2021, the Sanitas Health Forecast aims at sharing in-depth perspectives around the future of health. Our editorial team worked closely with – amongst others – independent journalists, experts, nerds as well as local and international artists. That way, the topic at hand is brought to life by untold stories, revealing self-experiments, compelling interviews and exclusive artwork.
Is there really such a thing as holistic health optimism? What are the promises of mental wellness? How can we live the longest and healthiest life possible? Are we on the curb of a new sexual revolution? And if so, what exactly will it look like? The 2021 edition of the Sanitas Health Forecast is addressing all of these questions about the future of our health – and many more.
To develop better solutions and services for its clients, Sanitas, one of Switzerland’s leading health insurance companies, intensively studies trends and developments in the vast realm of our health. So that everyone can form his or her own opinion, the company shares its hypotheses, findings and study results with the public by means of the Sanitas Health Forecast. Conceived and produced by Branders, more than forty independent journalists, photographers and artists take a look at the health of the future.
The Sanitas Health Forecast focuses on the many facets of the future of health. From researching global trends to identifying their impact on the Swiss population, from defining the editorial concept to developing a visual look that best brings the insights to life, from telling captivating personal stories to adding an expert perspective to everything we do, from conducting self-experiments to transforming future-oriented insights into inspiration and hacks for everyday life.
The Sanitas Health Forecast is built upon four core health areas: body, mind, sexuality and environment. Together, these are responsible for our personal wellbeing. The editorial team has formulated individual theses for each area based on the latest developments, research data and current affairs. Not only do these theses serve as a thread, they also help achieving a deeper understanding and create suspension in the storytelling process. On top, Zurich author Seraina Kobler has written a futuristic essay that takes a look at what everyday life in the year 2050 might look like. Divided into four chapters, she focuses on the core topics of the publication, allowing for the readership to get an even more realistic grip on the future of health.
Going beyond traditional fact-based and investigative journalism, exclusively created artistic spreads add a different kind of inspiration to each chapter. Each artist conveys their own interpretation of what health looks like: Singapore-based photographer Zhong Lin’s art speaks of mental health; Swiss artist Cornelia Gann turns the screw on physical health; Swedish photographer Lina Scheynius used her camera to explore themes of sexuality; and German illustrator Sarah Illenberger got inspired by natural materials in order to express the complicated relationship between our health and the environment. All artists were given carte blanche. Further, Zhong Lin was asked to provide an optimistic kind of oeuvre for the publication’s cover.
To further spread inspiration and the new sense of optimism around health, a selection of the art pieces created for the Sanitas Health Forecast are printed and distributed as art cards.
Swedish illustrator Andreas Samuelsson, whose illustrations already shaped the 2020 edition, provides numerous illustrations in his unique style – distinctively subtle yet full of clarity, wit and humor.
Every health topic is introduced by an illustration made by Pia Bublies: her style, clean-cut with the right amount of details, sets the inspiring tone for a journey that unfolds over the following pages.
Key to the exploration of the future of health are the insights from the Swiss population. For an ongoing nationwide survey, 2000 individuals of all ages and from all regions of Switzerland were asked to answer key questions around their individual health, their attitude and their desires. The study insights are spread throughout the Sanitas Health Forecast.
Published by Wörterseh, the Sanitas Health Forecast can be purchased at bookstores, in select concept stores as well as at newsstands of the two major networks of kiosks in Switzerland, Valora and Coop. Also, several NTOs have been approached; by selling copies at bars, hotels and concept stores, yet another segment of the urban population can be reached. Last, but not least, one can also conveniently order a copy online.
In its second edition, it is introduced at strategic locations within selected bookshops. Conspicuously displayed in book towers, at the cashier’s counter or in the form of flashy window advertising, the intriguing cover is bound to tickle the curiosity of those walking by or visiting the shops.
In its second edition, it is introduced at strategic locations within selected bookshops. Conspicuously displayed in book towers, at the cashier’s counter or in the form of flashy window advertising, the intriguing cover is bound to tickle the curiosity of those walking by or visiting the shops.
Focusing on the publication’s cover image, the advertising campaign for the Sanitas Health Forecast is highly recognizable. It aims to spread a holistic kind of «health optimism». The campaign combines (D)OOH media positioned around kiosks and bookstores with digital and social media advertisement.
With his familiar voice, local celebrity Frank Baumann is still hosting the biweekly Health Forecast podcast. Witty, sharp and intelligent, he keeps interviewing trend researchers, psychologists, surgeons, nerds and individuals affected by illnesses. Listening carefully and asking just the right questions, he is always in pursuit of what the health of our future might look like so that we can all learn how to live the healthiest life possible – for as long as possible.
The publication date of the 2021 edition of Sanitas Health Forecast coincides with the launch of a new Health Forecast Instagram account. There, one is able to find questions, answers, sneak peeks and insights around various topics featured in the publication – and beyond.
Leveraging the expertise and network within our team, we continue to be the media office for the Sanitas Health Forecast. By providing exclusive content and interviews to selected media outlets across Switzerland, we are ensuring an optimal reach and presence during the launch phase.
Website: sanitas.com
Publisher: Sanitas, Project management: Kaspar Trachsel, Valentin Hüsser;
Concept, editorial management, design and implementation: Branders, Editor-in-Chief & Creative Direction: René Allemann, Deputy Editor-in-Chief: Marisa Güntlisberger, Oliver Schmuki, «Sanitas Health Forecast»- Study: Philippe Knupp, Design: Palma Manco, Micha Kumpf, Anita Hsieh, Produktion: Sarah Egger, Thea Ferretti, Saskia Schick, Marketing: Walter Tagliaferri, Patrik Bockhacker; Publisher: Wörterseh, Publishing management: Gabriella Baumann-von Arx; Journalists: Lisa Auffenberg, Jessica Braun, Claudia Doyle, Yvonne Eisenring, Mauro Guarise, Julia Heim, Leoni Hof, Christina Hubbeling, Mark van Huisseling, Janina Jetten, Richard Kägi, Barbara Kallenberg, Reinhard Keck, Andrea Keller, Jenny Keller, Seraina Kobler, Susanna Koeberle, Pauline Krätzig, Henriette Kuhrt, Claudia Landolt, Sarah Lau, Anna Miller, Vanessa Sadecky, Barbara Schmutz, Stefan Schweiger, Claudia Senn, Laurina Waltersperger, Felicitas Witte; Illustrations: Pia Bublies, Andreas Samuelsson; Artists: Cornelia Gann, Sarah Illenberger, Zhong Lin, Lina Scheynius; Photography: Gian Marco Castelberg, Mirjam Kluka, Ariane Pochon, Nico Schaerer, Florian Sommet; Editing: text control; Print: Druckerei Odermatt; Media agency: Mediaschneider; Digital production campaign: Webrepublic. (pd/cbe)
Concept, editorial management, design and implementation: Branders, Editor-in-Chief & Creative Direction: René Allemann, Deputy Editor-in-Chief: Marisa Güntlisberger, Oliver Schmuki, «Sanitas Health Forecast»- Study: Philippe Knupp, Design: Palma Manco, Micha Kumpf, Anita Hsieh, Produktion: Sarah Egger, Thea Ferretti, Saskia Schick, Marketing: Walter Tagliaferri, Patrik Bockhacker; Publisher: Wörterseh, Publishing management: Gabriella Baumann-von Arx; Journalists: Lisa Auffenberg, Jessica Braun, Claudia Doyle, Yvonne Eisenring, Mauro Guarise, Julia Heim, Leoni Hof, Christina Hubbeling, Mark van Huisseling, Janina Jetten, Richard Kägi, Barbara Kallenberg, Reinhard Keck, Andrea Keller, Jenny Keller, Seraina Kobler, Susanna Koeberle, Pauline Krätzig, Henriette Kuhrt, Claudia Landolt, Sarah Lau, Anna Miller, Vanessa Sadecky, Barbara Schmutz, Stefan Schweiger, Claudia Senn, Laurina Waltersperger, Felicitas Witte; Illustrations: Pia Bublies, Andreas Samuelsson; Artists: Cornelia Gann, Sarah Illenberger, Zhong Lin, Lina Scheynius; Photography: Gian Marco Castelberg, Mirjam Kluka, Ariane Pochon, Nico Schaerer, Florian Sommet; Editing: text control; Print: Druckerei Odermatt; Media agency: Mediaschneider; Digital production campaign: Webrepublic. (pd/cbe)
