CR Basel: With Joe brains to the right attitude
In Switzerland, almost half of all drivers are still on the road with an incorrectly adjusted headrest. CR Basel's "Protect headrests" campaign will therefore continue for three years.
With Joe Köpfchen, the guide to the correct adjustment of the headrest, the Swiss Insurance Association is continuing the national campaign on behalf of the Road Safety Fund. Joe Köpfchen conveys his tips in You-Tube films on the information platform Headstuetzen.ch, in TV commercials, on posters and on online banners that lead directly to the advice.
From 2012, Joe Köpfchen and his team will be helping motorists to adjust their headrests correctly on site at service stations throughout Switzerland. These advisory campaigns will be carried out in collaboration with Coop Pronto. In the long term, checking the headrest should be as natural as reaching for the seatbelt. Since the start of the campaign in 2007, the results have improved. According to an evaluation of the prevention campaign at the end of 2009, around eleven percent more drivers are using the correctly adjusted headrest.
Responsible at SVV: Heinz Roth (Head of Prevention and Health Promotion). Responsible at Advocacy AG Communication and Consulting: Petra Hieber (campaign responsibility and leadership), Ellis D'Elia (project support). Responsible at CR advertising agency: Gabriel Heuberger (CD), Roger Horvath (AD), Daniel Roth (graphics), Dominique Wegmann (text), Thomas Fux (campaign management), Ursula Reichenstein (consulting assistance). Photography: Tobias Dürring. Production: Snapfilm. Litho: Red Department.
