TCS: Playmobil campaign has worked
Three months after the start of the school year, the TCS campaign has been a success. The vast majority of Swiss people are familiar with the campaign, find the message clear and informative, and follow the principle: «Stop before it happens—don’t just slow down!».
On August 8, 2012, the road safety campaign "The way to school - stop before'it bangs" was launched. It appealed to road users to stop completely as soon as children want to cross a pedestrian crossing. Three months later, the first successes can already be measured, according to an independent survey conducted by Demoscope and Comtest in October at the request of the Road Safety Fund (FVS).
Around 13'000 posters, 3'400 banderoles, 2'700 magnetic stickers and 90'000 notepads distributed ensured broad awareness of the campaign. The launch also generated exceptionally large media coverage and underscored the importance of back-to-school safety.
A clear message
According to the Demoscope study, 87 percent of respondents are familiar with the TCS campaign. 86 percent said they remembered the slogan "Stop before'it goes bang" well. 96 percent of respondents understood that the message was aimed at motorists. In addition, more than 70 percent of the population also grasped the content of the message: You have to stop to avoid a collision. The goal of the campaign was therefore achieved.
Playmobil protects the children
The campaign TV spot with the girl on her way to school in a Playmobil world recorded more than 330 airings and over 10'000 views on YouTube. By linking the toy world and accidents on the way to school, the TV spot and the posters gained great attention. The survey also shows that the figure of the crossing guard embodies the safety of children on the way to school and is therefore highly appreciated. The motorists surveyed also had the impression that it was not the Playmobil figure but the children themselves who conveyed the message. (SDA)
