Safe cycling: Feinheit promotes the Swiss Cycling self-test
The number of bicycle and e-bike accidents has risen significantly in recent years—and many of them are self-inflicted. That’s why Swiss Cycling is launching a digital self-assessment tool and promoting it through a campaign developed by the agency Feinheit.
In the last 10 years, the number of bicycle accidents has increased by a whopping 50 percent, the majority of which were caused by the cyclists or e-bikers themselves. The cycling association Swiss Cycling is therefore launching the digital Self-test "Ready to bike"which was developed together with the IT company Eviden and the Road Safety Fund.
With the self-test, cyclists and e-bikers can playfully check their knowledge and riding technique in just a few minutes. At the same time, they receive tips and personalized offers for greater safety. To ensure that the self-test is used, a campaign by Feinheit will publicize it in the coming months.
Presence on the Internet and in bike stores
The visual appearance of the campaign is intended to appeal to as many cyclists and e-bikers as possible and encourage them to test their knowledge. A competition should provide an additional incentive. The focus of the campaign is on people who are new to e-bikes. This is because the increasing number of accidents can also be explained by the fact that e-bikes have brought many people back onto bikes who have not ridden for a long time.
The target groups are addressed both online and in bike stores: the campaign can be seen digitally in Google searches, on social media, YouTube and online portals. It draws attention there in particular with videos and knowledge questions. In stores, the campaign is present with flyers, posters and tags that are attached to e-bikes and bikes.
Responsible at Swiss Cycling: Lisia Bürgi (co-project manager), Matthias Schlüssel (co-project manager), Paloma del Mar Kilchenmann (deputy project manager). Responsible for fineness: Stephanie Auderset (project management, concept & text), Simon Hugi (deputy project management & concept), Moritz Friess (concept & online marketing), Emily Wren (visual design), Catherine Pearson (layout), Alexandra Theiler, Lara Hubacher (animation).
