Hard shell, soft core
Prevention Ruf Lanz warns on behalf of bfu and Suva of the horror of a bicycle accident - if no helmet is worn.
Prevention Ruf Lanz warns on behalf of bfu and Suva of the horror of a bicycle accident - if no helmet is worn.
For sporty mid-thirties on the bike as well as nimble managers who cycle to work, a chic bike helmet is a "must" for trendy equipment. In the case of children, it is mandated by parents that a helmet be worn. However, there are still problems with the wearing rate among teens and twens. At this vain age, people fear that a helmet could destroy their carefully draped hairstyle. Ruf Lanz took this fantasy on the head to absurdity with a campaign in 2004. Posters across the country featured an attractive young woman with a conspicuous scar on her partially shaved head, accompanied by the unambiguous headline: "Not wearing a bike helmet can destroy your hairstyle." The subject has won several national and international awards.
Ruf Lanz now wants to build on this success with the new bicycle helmet campaign for Suva and the Swiss Council for Accident Prevention (bfu). The basic message is as simple as it is brutal: for cyclists without a helmet, an accident can turn into a horror with permanent damage in a matter of seconds.
This statement is impressively visualized by a bicycle helmet whose appearance is amazingly reminiscent of the masks from horror films such as "Scream". "The helmet for our horror template is actually real. We only had to make a few changes on the computer," explains CD Markus Ruf, who now "only sees masks in all helmets.
With this reference, the TV spot initially comes across like a trailer for a new horror movie, only to be surprisingly resolved at the end by a change of camera perspective: The supposed horror mask becomes a normal bicycle helmet. In addition, one hears the sonorous voice from off-screen: "Wear a bicycle helmet. So that accidents don't become horrors."
Effect in and on the head
With the advent of mountain bikes and the growing fitness awareness of the population, the popularity of cycling increased sharply in the 1980s. As a result, the number of bicycle accidents also rose sharply.
In 1987, Suva first launched a bicycle helmet campaign to do something about the numerous bicycle accidents and the potentially dangerous head injuries. By raising awareness and selling bicycle helmets, it has since been possible to ensure that more and more cyclists in Switzerland voluntarily wear a helmet. Since 2000, Suva and the bfu have been working closely together to promote the wearing of bicycle helmets.
The success of the campaign is sustainable: Since 1994, the bfu has regularly conducted surveys on the bicycle helmet wearing rate in Switzerland. Since then, the helmet-wearing rate has risen from 4 to 27 percent in 2003.
The goal for 2004 was to increase the helmet-wearing rate to 30 percent. The bfu's latest helmet count showed that this target was clearly exceeded at 33 percent. Last year's surprising poster campaign by Ruf Lanz was probably partly responsible for this.
The concise solution with the horror movie was arrived at after a thorough analysis of the behavior of the different groups of people. Adolescents and young adults are the largest risk group in terms of leisure accidents. They place a high value on values such as freedom and fun. This is probably the reason why the rate of bicycle helmet use among this age group is still below average. The campaign therefore aims to address this group in particular.
The horror trailer was produced by Condor. It was directed by Martin A. Fueter. The 3-D animation is by Dany Bittel. The horror-appropriate sound is by Space Train, Dave Kohler & Dean Montenegro. The German version of the film is shown on TV. For a possible later use in the cinema, an English version has already been mixed, so that the horror parody in the midst of conventional spots will one day look like a real movie trailer.
Avoiding damageSuva is not just an insurance company for occupational accidents. Anyone who works for a Suva-insured company for more than eight hours a week is automatically also insured against so-called non-occupational or leisure accidents. Suva therefore makes great efforts to support insured persons and companies in increasing safety at work and during leisure time. So that accidents and the associated costs do not occur in the first place.
The increase of leisure time safety is of great importance. This is because today there are significantly more non-occupational accidents (2253770) than occupational accidents (177442).
In the spot from the horror mask to the bicycle helmet: Ruf Lanz warns all those who don't wear a helmet about the real horror of a head injury.
Andreas Panzeri
For sporty mid-thirties on the bike as well as nimble managers who cycle to work, a chic bike helmet is a "must" for trendy equipment. In the case of children, it is mandated by parents that a helmet be worn. However, there are still problems with the wearing rate among teens and twens. At this vain age, people fear that a helmet could destroy their carefully draped hairstyle. Ruf Lanz took this fantasy on the head to absurdity with a campaign in 2004. Posters across the country featured an attractive young woman with a conspicuous scar on her partially shaved head, accompanied by the unambiguous headline: "Not wearing a bike helmet can destroy your hairstyle." The subject has won several national and international awards.
Ruf Lanz now wants to build on this success with the new bicycle helmet campaign for Suva and the Swiss Council for Accident Prevention (bfu). The basic message is as simple as it is brutal: for cyclists without a helmet, an accident can turn into a horror with permanent damage in a matter of seconds.
This statement is impressively visualized by a bicycle helmet whose appearance is amazingly reminiscent of the masks from horror films such as "Scream". "The helmet for our horror template is actually real. We only had to make a few changes on the computer," explains CD Markus Ruf, who now "only sees masks in all helmets.
With this reference, the TV spot initially comes across like a trailer for a new horror movie, only to be surprisingly resolved at the end by a change of camera perspective: The supposed horror mask becomes a normal bicycle helmet. In addition, one hears the sonorous voice from off-screen: "Wear a bicycle helmet. So that accidents don't become horrors."
Effect in and on the head
With the advent of mountain bikes and the growing fitness awareness of the population, the popularity of cycling increased sharply in the 1980s. As a result, the number of bicycle accidents also rose sharply.
In 1987, Suva first launched a bicycle helmet campaign to do something about the numerous bicycle accidents and the potentially dangerous head injuries. By raising awareness and selling bicycle helmets, it has since been possible to ensure that more and more cyclists in Switzerland voluntarily wear a helmet. Since 2000, Suva and the bfu have been working closely together to promote the wearing of bicycle helmets.
The success of the campaign is sustainable: Since 1994, the bfu has regularly conducted surveys on the bicycle helmet wearing rate in Switzerland. Since then, the helmet-wearing rate has risen from 4 to 27 percent in 2003.
The goal for 2004 was to increase the helmet-wearing rate to 30 percent. The bfu's latest helmet count showed that this target was clearly exceeded at 33 percent. Last year's surprising poster campaign by Ruf Lanz was probably partly responsible for this.
The concise solution with the horror movie was arrived at after a thorough analysis of the behavior of the different groups of people. Adolescents and young adults are the largest risk group in terms of leisure accidents. They place a high value on values such as freedom and fun. This is probably the reason why the rate of bicycle helmet use among this age group is still below average. The campaign therefore aims to address this group in particular.
The horror trailer was produced by Condor. It was directed by Martin A. Fueter. The 3-D animation is by Dany Bittel. The horror-appropriate sound is by Space Train, Dave Kohler & Dean Montenegro. The German version of the film is shown on TV. For a possible later use in the cinema, an English version has already been mixed, so that the horror parody in the midst of conventional spots will one day look like a real movie trailer.
Avoiding damageSuva is not just an insurance company for occupational accidents. Anyone who works for a Suva-insured company for more than eight hours a week is automatically also insured against so-called non-occupational or leisure accidents. Suva therefore makes great efforts to support insured persons and companies in increasing safety at work and during leisure time. So that accidents and the associated costs do not occur in the first place.
The increase of leisure time safety is of great importance. This is because today there are significantly more non-occupational accidents (2253770) than occupational accidents (177442).
In the spot from the horror mask to the bicycle helmet: Ruf Lanz warns all those who don't wear a helmet about the real horror of a head injury.
Andreas Panzeri
