So clever BFU and Ruf Lanz warn of accidents in the mountains
With a new nationwide campaign by Ruf Lanz, the Swiss Council for Accident Prevention (BFU) aims to raise public awareness of the risks associated with mountain hiking.
Mountain hiking is the most popular sport in Switzerland: 58 percent of the population hikes on Swiss hiking trails for around 20 days a year, and the trend is rising. But the number of accidents is also on the rise. According to the BFU, every year around 37,000 people have an accident while hiking in the mountains, in around 5,000 cases the injuries are severe or moderate, and 42 accidents end in death.
In contrast to the simple yellow hiking trails, the mountain trails with the white-red-white marked peaks pose increased demands. And many people are not aware of this. That's why the BFU commissioned the Ruf Lanz creative agency with the conception and realization of a campaign, which will be carried out together with the Swiss Hiking Trails as a specialist partner. The agency's concept: signposts with reference to the environment.
Hiking trail sign as information sign
In it, the white-red-white mountain hiking guide becomes the main actor: With reference to the respective environment, it points out to check not only the train and bus connections, the departure times, the weather or the panorama restaurants before mountain hikes, but also whether you have the necessary requirements.
The campaign is played out wherever hiking fans are reached in large numbers: including in train stations, in Postbuses, on weather portals and timetable apps, around mountain restaurants, and in social media. The offline advertising media refer to the three most important requirements of fitness, surefootedness and a head for heights, while the online advertising media include the self-test on safe-mountain-hiking.ch push. The results provide information on whether one has the prerequisites for a mountain hike.
Responsible at the AAIB: Jürg Beutler (Head of Communications, Member of the Executive Board), Franziska Hartmann (Head of Campaigns), Raphaela Brühlmeier (Head of Campaigns). Responsible at Ruf Lanz: Mario Moosbrugger (Art Direction), Gian Marco Juon (Consulting Management), Kevin Meier (Consulting Assistance), Armin Arnold (DTP), Markus Ruf, Danielle Knecht Lanz (Creative Direction). External partners: Motion Design: OVA Partner (Oliver von Arx, Ephraim Chiozza). Media: Mediaschneider Bern.
