You never know what is coming

In 2013, 790 cyclists and 114 e-bikers were involved in serious accidents, while 17 cyclists and 4 e-bikers died, according to a press release issued on Tuesday. Every second serious accident involved a collision, in most cases with a passenger car. The campaign aims to reduce the number of serious or fatal collisions. It focuses on cooperation between the various road users and is therefore supported by the Swiss bicycle, car and transport associations in a spirit of partnership.

Everyone has experienced it. You are driving towards a junction, lost in thought, thinking you have everything under control - and only realize at the very last moment that something is coming. This lack of attention often leads to a collision. It is precisely this momentum that Contexta's campaign exploits. With a surprise effect, it reminds drivers and cyclists to always expect the unexpected. Because you never know what's coming.

The campaign can be seen throughout Switzerland on TV, posters and online. All measures refer to the campaign platform Caution-first.ch.

Responsible at VCS: Michael Rytz (Campaign Manager) Responsible at Pro Velo: Daniel Bachofner (Campaign Manager). Responsible at BFU: Camilla Krebs (Campaign Manager). Responsible agency: Contexta. Production: Stories, Yves Bollag (producer), Jonas Meier (director). Music: Fabian Sturzenegger. Media: Media Plus.