Accident prevention Lesch+Frei deliberately drove beyond the roadside for the RoadCross association. 600 deaths and more than 26,000 injuries are caused by road accidents on Swiss roads every year. Although the figures are falling slightly, the RoadCross association is convinced that this is still too high a price to pay for mobility. The non-profit organization based in Zurich is committed to preventing road accidents and thus making Vision Zero a reality (see box). In addition to measures to raise awareness of the dangers and consequences of accidents, RoadCross also supports those affected. This includes psychological emergency assistance, support in medical matters and legal advice. The association had a Christmas campaign designed by Lesch+Frei in Zurich just in time for the coming festive season. However, this is not intended to make the viewer feel festive, but thoughtful. Two subjects with different road signs are intended to dramatize the distorted reality of alcoholic perception. According to this, one road ends in a house wall, another in the opposite lane. The star-shaped cones of light from the street lamps are the only thing that could put the viewer in a Christmassy mood. And with good reason: what would Christmas and New Year's Eve be without a toast, and what would a toast be without a good drop of wine or sparkling champagne? However, according to the Federal Office for Accident Prevention, the fact that many drunk drivers still feel able to drive causes one in three accidents.
Lesch+Frei visualized the perceptual blurring of drunk drivers for RoadCross.
Accident prevention There was no alcohol involved: Lesch+Frei scraped a house wall for the RoadCross association >> Page 7Vision Zero is also coming to Switzerland
In 1997, the Swedish parliament set new guidelines for road safety policy with Vision Zero. The aim is to avoid fatalities and serious injuries. The new approach is based on the insight that people make mistakes. As a result, the traffic and rescue system must be designed in such a way that mistakes no longer have fatal consequences. Here in Germany, the project is known as Veispo (road safety policy). To get closer to the vision, the Federal Roads Office (Astra) wants to at least halve the number of road casualties by 2010. Last October, the media circulated misleading statements by Astra Director Rudolf Dieterle, according to which the project would be put on ice - which Astra denied. A package of federal measures is currently being examined. (sk)
Simone Keller
