App Steered? Agentmedia raises awareness for Kapo Zurich

The "App Gelenkt?" campaign implemented by the Zug-based agency Agentmedia was launched on Wednesday with a clear message about greater safety on the roads of the canton of Zurich. The aim is to raise public awareness of the risks of distraction caused by smartphones in road traffic. The Prevention Department of the Zurich Cantonal Police developed this initiative in close collaboration with Agentmedia in order to reach drivers, cyclists and pedestrians alike.

The website App-guided.ch serves as the central information platform for the campaign, which aims to raise awareness among road users over the next three years. This is taking place against the backdrop of the road accident statistics presented on Wednesday: a slight increase in the number of accidents was recorded in 2023, but also shows a decline in serious injuries and fatalities on the roads. Vulnerable road users are particularly affected, which underlines the urgency of the campaign.

Innovative approaches and clear messages

"App Gelenkt?" aims to captivate with a creative and appealing way of communicating. A clever play on words between "distraction" and "app" combined with powerful visuals - be it car, bike or pedestrian - conveys the core message of the campaign in a catchy yet profound way. The use of the "smiley" icon is intended to add a humorous touch without undermining the serious subject matter.

The campaign aims to strike a balance between entertainment and education by using a wise but not instructive tone and portraying the police in a sympathetic role. Posters in all municipalities of the canton and practical give-aways for safe cell phone stowage while driving, as well as postcards with a QR code link to the landing page, further enhance the impact of the campaign.

Campaign management: Zurich Cantonal Police, Prevention Department. Concept, design and development: Agentmedia. Illustration: Patrick Oberholzer.