Made Visible - Farner stages prevention fashionably and stylishly

Unfortunately, people repeatedly have accidents on Swiss roads because they are not seen or are seen too late. The campaign does not simply raise awareness in the style of traditional prevention work. "Made Visible" aims to dust off reflective and luminous accessories and outfits, help them achieve a breakthrough on a broad scale and thus make a real contribution to greater safety on the roads. In addition to events, posters, social media and a film, the three-year visibility campaign will also involve cooperation with influencers and manufacturers of visibility products.

The idea and aim of "Made Visible" is to reduce the number of road traffic accidents caused by a lack of visibility. The public should be made aware of the need to make themselves more visible on the roads with bright, reflective and luminous clothing and accessories. Today, there is no longer any need to compromise between style and safety: Individual and fashionable solutions offer something for every taste and every need to look stylish and be seen on the road. The campaign aims to make visibility the new, self-confident normal. To this end, "Made Visible" will inspire the Swiss population over the next three campaign years.

Helmut Gierer, campaign manager at TCS, emphasizes the refreshingly unconventional approach of "Made Visible": "Farner has understood how to radically rethink prevention for visibility on the roads. Both the creativity and the integrated approach were unanimously convincing." The campaign kicks off with castings in all three language regions, accompanied by social media and media partnerships. In addition to billboards, influencers, celebrities, manufacturers and brands will also be involved in the campaign. The campaign is launched in mid-March 17 and the first major successes are quickly achieved.

The film "Bulldog Skater Otto" receives over half a million views with 10,000 interactions on social media within just a few days. 14 fashion and lifestyle brands as well as 10 influencers with a reach of 300,000 users can be won over for a cooperation. The campaign reaches 65 million contacts with posters and editorial media contributions as well as over 5 million Swiss users with social ads.

The Road Safety Fund (FVS) has set the theme "Visibility" for the three-year road safety campaign 2017 - 2019. After a multi-stage pitch, the FVS entrusted the Touring Club Switzerland (TCS) with the campaign management and thus Farner as the executing agency. An interdisciplinary Farner team in Zurich, Bern and Lausanne is managing the mandate. The campaign demonstrates the agency's integrated approach to creativity, digital expertise and content.

Responsible at TCS: Helmut Gierer (overall responsibility, Communication & Campaign Manager), Olivier Buff (Campaign Manager). Responsible at Farner Consulting: Philipp Skrabal (Chief Creative Officer), Raphael Monsch (Art Director), Michel Grunder (Strategy), Irena Barbaric (Client Management), Sibylle Widmer, Janine Zundel (Consulting), Peter Thieu, Lukas Abegg, Marco Cavalli (Website), Andrea Löpfe, Sibylle de Marin, Jelena Marjanovic (Social Media), Dirtje Hüttmann, Susanne Bader (Events), Pascal Urscheler, Rob den Otter (Partner & Influencer), Renato Steck, Lucian Cadalbert (Editorial), Ceng Dirlik (Motion Design), Ibtissam Aiterrami (Production), Tjabrina Penazzi (Graphics).