RoadCross launches "Put your cell phone in your pocket" prevention campaign
Making phone calls, writing messages, liking posts or sending selfies: Self-inflicted inattention is often the cause of serious traffic accidents with serious injuries or fatalities. Especially among 16- to 24-year-olds, constant smartphone use on the road plays a fatal role. That's why the RoadCross Switzerland foundation is now directing a prevention campaign with a simple and clear message specifically at the "mobile natives". In traffic, the motto is: "Put your cell phone in your pocket".
The "mobile natives" are making their way into road traffic, whether on foot, on a bike or in a car. They have grown up with smartphones and never go a day without using the Internet. They use them excessively, countless times and for several hours a day. Mobile natives are "always-on." "This generation is particularly affected by serious accidents as a result of their high propensity for distraction," knows prevention expert Serkan Yalçinkaya of RoadCross Switzerland, the non-profit foundation for road safety.
"Cell phone in your pocket"
Experts agree: The smartphone is increasingly the main reason for inattention in road traffic - and of course not only among young people. "Unfortunately, accident statistics do not always record the reason for distraction in an accident. But in the case of smartphones, we assume that the number of unreported cases is very high," explains Reto Cavegn, former managing director of the TCS Zurich section. That's why the RoadCross Switzerland foundation is now launching a prevention campaign against this life-threatening carelessness on the part of many road users.
The campaign is aimed specifically at teenagers and young adults. The message is simple and clear. In traffic, the motto is: "Put your cell phone in your pocket. Whereas earlier campaigns focused more on car drivers, this appeal is also aimed in particular at pedestrians who pay attention to their smartphones instead of the traffic situation and thus risk serious accidents. The fact that the smartphone in traffic has become an increasing danger in everyday life is also shown by the recent announcement by Google: The company wants to integrate a function called "head up" into the mobile operating system. This function will occasionally prompt users not to use their smartphone while walking and to concentrate on their surroundings.
Solidarity action with influencers
"For the launch of the prevention campaign, we were able to win over numerous Swiss influencers," explains Serkan Yalçinkaya from RoadCross. They support the RoadCross appeal in solidarity and without compensation. On their profiles, they publish stories with a selfie filter with a crash effect that was specially developed for the campaign and the message "Put your phone in your pocket.
Kevin Lütolf, one of the best-known influencers in Switzerland with around 550,000 followers, is no exception: "Since I'm always in contact with my customers and my community, my eyes are often on my cell phone. I try to be more in the here and now and to devote my attention to my surroundings - especially when I'm out and about in the city, because that's where accidents often happen because of cell phone distractions. With RoadCross' campaign, I want to make my community aware of this danger and prevent such accidents."
The filter is available to all social media users on Instagram and Facebook, so that they in turn can spread this message on the social networks. At the same time, a digital advertising campaign with emotional stories - staged with the popular style elements of social media - on Snapchat and Instagram raises awareness of the potentially dire consequences of an accident.
In addition to this content, which is strongly aimed at the young target group, the campaign will also be present with posters and other measures. Starting in the fall of 2021, a VBZ streetcar will also travel through Zurich with warning content; VBZ is providing this advertising space free of charge.
Responsible at RoadCross Switzerland: Stéphanie Anne Kebeiks, Mike Egle, Patrizia Koller, Serkan Yalçinkaya. Responsible at Farner Group: Philipp Skrabal, Jonas Brändli, Bruce Roberts, Mathias Kröbl, Lea Schindler, Martin Hofer, Constanze Fristensky, Lisa Widmer, Lisa Steger, Jill-Nadine Reuvener, Pedro Velasquez, Ennio Cadau, Ceng Dirlik, Sibylle de Marin de Carranrais, Andreas Rageth, Lukas Günter, Alina Leiendecker. Responsible partners: Vincent Dixon (photography), 360WeAre (Instagram crash filter development), Thomas Schoerghofer (website programming).
