Even eggheads are fragile

Accident Prevention: Ruf Lanz has come up with a new promotional idea for Suva in the «Easter Basket.» Finding the “golden egg”—that’s the new challenge for a creative agency with every briefing. Which medium best conveys the message? Text messages, a viral video, guerrilla posters, or a blimp with a giant poster? None of the above—Ruf Lanz has now rediscovered for Suva the very foundation of our lives as the perfect vehicle for a call to action. On the Wednesday before Easter, promotional teams in Zurich, Basel, Bern, Lucerne, Winterthur, St. Gallen, Geneva, and Lausanne handed out over 20,000 Easter eggs to passersby. Each egg is artfully printed with a human face and the safety message: “Your head is fragile: Wear a bike helmet.”
The Swiss Accident Insurance Fund (Suva) takes many steps to prevent accidents and the associated costs from occurring in the first place. Improving safety during leisure activities is a top priority. This is because, due to more active leisure habits, there are now significantly more non-occupational accidents than occupational accidents. Since 2000, Suva and the Swiss Council for Accident Prevention (bfu) have been working together to promote bicycle helmet use. And with success: The helmet-wearing rate is rising year after year. Last year alone, the percentage of cyclists who voluntarily wear a helmet rose from 34 to 39 percent. Ruf Lanz’s multi-award-winning prevention campaigns have contributed to this success.
Andreas Panzeri