Prevention campaign by Family: Illusion of control in road traffic
With "The game of your life", Family and the Road Safety Fund are launching a national campaign to combat dangerous overconfidence in road traffic. The prevention measures are aimed at the increasing number of bicycle and e-bike accidents.
Over 1000 seriously injured cyclists and e-bikers, including 45 fatalities, in 2024 - according to the latest statistics from the Federal Roads Office FEDRO. There is often an underestimated risk factor behind these accidents: the so-called illusion of control. This is a psychological phenomenon in which people believe they have more control over their behavior on the road than is actually possible. This can lead to protective measures being ignored and risks being ignored - for example with statements such as "I ride here every day" or "I don't need a helmet for the few meters".
To counteract this misconception, the Road Safety Fund (FVS) has launched the prevention initiative "The game of your life". At the heart of the campaign is a staged game show with an oversized treadmill on which cyclists compete against typical traffic situations such as streetcar tracks, car doors or smartphone distractions. The central message is: "If you feel too safe, you lose."
The campaign was designed by the Zurich agency Family, with scientific support from Prof. Dr. Markus Hackenfort. He advises the agency on the translation of behavioral psychology findings into effective communication measures. The aim is not only to generate attention, but also to achieve a lasting effect on the behavior of road users.
The initiative was launched at the end of May 2025 with TV commercials, waves of posters and digital activations - further measures are to follow. On the landing page The-game-of-your-life.ch educational videos, background information and interactive content are provided. Users can also make a personal promise to be more mindful on the road in future.
Responsible at the Road Safety Fund FVS: Andreas Schumacher (Management), Manuela Carluccio (Project Management), Rebecca Trachsel (Procurement). Responsible at Family: Claudio Catrambone (CEO / CCO and overall responsibility), Mareike Hofer (Mediaunit FaMe), Florian Weitzel (ECD), Jan Walser (CD), Anina Trachsler (Consulting and Project Management), Svenja Hässig (Project Management), Alexandra Niggeler (Agency Producing & Art Buying), Sabrina Stöckli (Project Assistance), Tobias Peters (Concept & Design), Linus Konetschnig (Text), Philip Meier (Art Director), Severin Binkert (Graphics), Noam Dal Bosco (Graphics), Marc Ambühl (Edit), Christian Reinhard (CTO), Lukas Tadeu (Web).
