«The Game of Your Life» and Family Advance to Round Two
The Road Safety Fund and the Family Agency are continuing their award-winning prevention campaign—with new posters, updated TV commercials, and, for the first time, a stronger radio presence.
Following a successful first year, the Swiss Road Safety Fund (FVS) is continuing the national prevention initiative «The Game of Your Life» in collaboration with the Family agency. In the campaign’s second year, the message will be more direct, the measures will be expanded, and new formats will be introduced. The focus will continue to be on raising awareness about the so-called “illusion of control” in road traffic.
Routine as a Risk Factor
People who drive every day often travel along familiar routes and find themselves in seemingly familiar situations. But it is precisely this routine that can be deceptive: it can lead to risks being underestimated, habits no longer being questioned, and other road users being noticed too late. This is exactly where «The Game of Your Life» comes in—with the goal of raising awareness that the unexpected can happen at any time on the road.
The campaign is aimed specifically at cyclists, as they are particularly vulnerable in traffic. At the same time, it appeals to all road users—regardless of whether they are traveling by car, bicycle, e-bike, on foot, or by other means of transportation.
Positive indicators and an award as a foundation
The decision to continue the campaign is based on initial positive indicators from the first year, which were verified through an independent evaluation. In addition, the initiative was honored with the Goldbach Crossmedia Award. For the second phase, the existing measures were further developed and supplemented with new formats.
The new posters convey the messages even more clearly: They directly call on the public to take action—to stay alert, take risks seriously, and not let routine lull them into a false sense of security. At the same time, they make it clear that road safety isn’t achieved by assigning blame, but through consideration, anticipatory behavior, and the awareness that mistakes on the road can come from any party.
TV, Radio, and Movies: New Highlights
The TV commercials have also been refined. The new short versions combine the emotional impact of the previous campaign videos with the explanatory nature of the online videos—with the goal of entertaining, informing, and ensuring that the central message leaves a lasting impression.
«The Game of Your Life» now also has a stronger presence on the radio. The overarching radio spot is designed to convey the topic in an entertaining and understandable way, without coming across as preachy. According to the press release, messages that people enjoy hearing tend to stick in their minds and can thus help them behave more consciously and considerately at the crucial moment.
Cinema also plays an important role: In an environment free of distractions, the message is intended to have its full emotional impact and capture maximum attention. Longer formats on digital platforms and in movie theaters provide space for in-depth education, while shorter versions on TV and video platforms are designed to ensure high brand recognition.
Integrated Media Strategy of the Family Media Unit (FaMe)
According to the company, a key factor in the campaign’s success is the integrated media strategy developed by the Family Media Unit (FaMe). All channels were specifically planned around real-life mobility and usage scenarios and strategically linked with one another. Through data-driven targeting and the integration of TV, out-of-home, audio, video, and digital formats, the goal is to create a cross-channel campaign that combines reach, relevance, and impact.
In public spaces, the new poster designs, displayed along heavily trafficked transportation routes, are intended to help remind people to stay alert and act responsibly—regardless of the mode of transportation they are using.
According to the press release, further measures are already in the planning stages. They are intended to further strengthen the platform, reach additional target groups, and spread the message to new contexts—always with the goal of promoting safe coexistence on the roads.
More about the initiative: https://family.agency
FVS Contact: Andreas Schumacher (Managing Director), Manuela Carluccio (Project Manager, Applications & Campaigns); Responsible at Family: Tobias Peters, Philip Meier, Marc Ambühl, Severin Brinkert, Lukas Tadeau (Creative), Johnny Grubenmann, Jan Walser, Florian Weitzel (Creative Direction), Anina Trachsler (Consulting), Mark Becher (Strategy), Lucas Marietan, Mareike Hofer (FaMe Media Unit), Svenja Hässig, Claudio Catrambone (Overall Responsibility)
