Mindlessly into ruin
Prevention APG and TCS want to bring speeders to their senses with a poster campaign aimed at shocking them.
Prevention APG and TCS want to bring speeders to their senses with a poster campaign aimed at shocking them.
"Two fatalities in speeding accident" - headlines like this appear in the newspaper columns almost every day. According to the cantonal police, in the canton of Zurich alone, 1157 of the total of 14852 accidents last year were caused by speeding. Speeding drivers are defined as those who drive 25 kilometers per hour too fast in urban areas, 30 kilometers per hour outside urban areas and 35 kilometers per hour on the freeway. From May to July, the police forces of the canton of Zurich and the cantons of Central Switzerland tried to raise awareness among young speeders and especially those around them with a comprehensive package of measures. Since mid-August, TCS and APG have also been taking a public stance on the issue. With a national poster campaign, they also want to teach speeders the fear of the road. To this end, the agency Publicis, which is responsible for the concept, is using shocking visuals such as tire tracks that lead to an open grave. On the other hand, the headlines appeal to the pride of traffic offenders: "Help speeders. Donate brains." CD Markus Tränkle comments: "Nobody can be accused of having too few brains."
Despite the provocative implementation, those responsible have tried to keep the address as neutral as possible. "The temptation is great to pass the buck to one group," continues the CD, referring to the fact that young men from the former Yugoslavia are often involved in speeding accidents. "It's just that," Tränkle is convinced, "everyone of a different origin then continues to speed uninhibited." The creative team even remained so neutral that they decided not to use a gravestone inscription for the "Speeders reach their destination faster" motif. Those responsible for the Kapo campaign showed less sensitivity: the name Oliver was carved into the wooden cross depicted on the roadside, which rubbed some namesakes up the wrong way.
Stop the frenzy: understandable even for people with little sense.
Simone Keller
"Two fatalities in speeding accident" - headlines like this appear in the newspaper columns almost every day. According to the cantonal police, in the canton of Zurich alone, 1157 of the total of 14852 accidents last year were caused by speeding. Speeding drivers are defined as those who drive 25 kilometers per hour too fast in urban areas, 30 kilometers per hour outside urban areas and 35 kilometers per hour on the freeway. From May to July, the police forces of the canton of Zurich and the cantons of Central Switzerland tried to raise awareness among young speeders and especially those around them with a comprehensive package of measures. Since mid-August, TCS and APG have also been taking a public stance on the issue. With a national poster campaign, they also want to teach speeders the fear of the road. To this end, the agency Publicis, which is responsible for the concept, is using shocking visuals such as tire tracks that lead to an open grave. On the other hand, the headlines appeal to the pride of traffic offenders: "Help speeders. Donate brains." CD Markus Tränkle comments: "Nobody can be accused of having too few brains."
Despite the provocative implementation, those responsible have tried to keep the address as neutral as possible. "The temptation is great to pass the buck to one group," continues the CD, referring to the fact that young men from the former Yugoslavia are often involved in speeding accidents. "It's just that," Tränkle is convinced, "everyone of a different origin then continues to speed uninhibited." The creative team even remained so neutral that they decided not to use a gravestone inscription for the "Speeders reach their destination faster" motif. Those responsible for the Kapo campaign showed less sensitivity: the name Oliver was carved into the wooden cross depicted on the roadside, which rubbed some namesakes up the wrong way.
Stop the frenzy: understandable even for people with little sense.
Simone Keller
