More and more pedestrians, bicycles, e-scooters, cars and buses are sharing the road space. This inevitably leads to conflicts between road users - buses in particular are increasingly being slowed down, overtaken carelessly or otherwise involved in awkward situations.

This is where the "Safe on the road together" campaign comes in and reminds people of some basic rules of conduct and traffic regulations. With messages such as "Hey bike, watch out for the bus!" and "Hey e-scooter, the bus has priority!", awareness is raised clearly, noticeably and at eye level. The visuals are also simple, but independent and eye-catching. They are intended to quickly convey what is at stake in traffic situations.

The campaign will be present on the streets of Winterthur as well as in and on the city buses this spring. Posters with location-specific messages can be seen at selected poster locations.

Responsible at Stadtbus Winterthur: Matthias Gerth (Head of Marketing and Communication), Ramona Lüthi (Marketing). Responsible at Winterthur City Police: Michael Wirz (Head of Media & Communications), Andrina Vögeli (Media & Communications). Responsible at Partner & Partner: Gianfranco Acocella (Partner and Creative Direction), Sarah Pally (Partner, Senior Consulting), Livia Sager (Senior Consulting and Project Management), Dominic Schweingruber (Motion Design).

Accidents involving passengers on buses and streetcars, such as tripping when getting on and off or falling as a result of an emergency stop or collision, have tended to increase in recent years. The Federal Office of Transport has therefore investigated the reasons for the increase in incidents - and how they can be minimized. As a result, VöV has developed a Prevention campaign which has been used by more than 30 public transport companies throughout Switzerland since the end of April 2025.

"You have it in your hands"

The campaign focuses on two main causes of accidents: boarding and alighting and being held in the vehicle. Around half of all accidents in streetcars and buses can be attributed to these two causes. Passengers can therefore help to prevent accidents in streetcars and buses themselves by adopting the right behavior. The campaign explains simply and directly how passengers can protect themselves. Accordingly, the main message of the campaign is "It's in your hands".

The measures are aimed at raising passenger awareness of safe behavior - in particular pressing the door button when boarding and alighting so that the door stays open longer, as well as holding on or sitting down immediately in the vehicle. This should reduce the number of passenger incidents on buses and streetcars in the long term.

The main visual feature of the campaign is a stylized hand. The so-called "hero hand" was designed in an eye-catching comic style to attract the attention of passengers and convey correct behavior on public transport in a likeable way.

The campaign comprises four subjects and is primarily communicated via the microsite, screens, posters and flyers in buses and streetcars as well as at bus stops. Social media channels and websites of the various transport companies are also used. Information on the prevention campaign is available on the Micro-Site available in the three national languages German, French and Italian.

Responsible at the Association of Public Transport: VöV office. Responsible at Dynamite: Roger Bosshart (consulting and text); Ralitsa Ruseva (art direction); Aleksandra Wolkow (graphics).

With the "Event Line", VBZ is launching a completely new type of event location on rails: a completely redesigned streetcar that can be booked for corporate events, culinary experiences and special occasions. The design, brand communication and storytelling were created by PinkSquirrel.

The agency was responsible for the entire brand design - from the strategic concept to the visual implementation. "Our aim was to create a brand world that is emotionally touching, eye-catching and memorable," explains Art Director Cedric Schweizer.

The visual identity combines the traditional blue tones of VBZ with a modern neon aesthetic. This mix is intended to convey dynamism, innovation and urban vibrancy. The entire exterior design of the streetcar tells a visual story - with stylized silhouettes of the city of Zurich, iconic illustrations for various event categories and the striking lighting design. The branding developed runs stringently through the entire brand communication - from the outdoor advertising to the digital online platform, which makes the experience intuitively accessible for guests.

"We don't just create designs - we shape worlds of experience that connect brands and people," emphasizes Schweizer. The new event line is a perfect example of a creative transformation of public space.

20 Minuten is renewing its presence on around 50 large-scale eBoards in 20 of Switzerland's largest German-language railroad stations as well as on the screens of transport companies such as Bernmobil and now also the Lucerne and Uri transport companies. The changes include a new design with images and animations as well as regionalized content.

The news is curated and prepared specifically for the screens by the editorial team. Breaking news can be played out almost in real time. The editorial team is also developing new narrative formats, such as interactive content or live data integration for major events. In this way, 20 Minuten is positioning itself as a relevant companion for commuters in public spaces. The new website will initially be launched in German-speaking Switzerland, with a rollout for French-speaking Switzerland planned at a later date.

Beat Krapf, Head of Strategic Projects & New Business at the 20 Minuten Group, explains: "Our presence on the digital out-of-home spaces is particularly important to us for two reasons: on the one hand, it's a home game for us. Informing commuters is where we come from and what we do best. On the other hand, for once we are not just reaching the typical news consumers, but simply everyone who travels on public transport. As the most neutral news medium in Switzerland, we are ideally suited to this responsibility."

The new content was designed in collaboration with visual content designer Nicole Auf der Maur. AIM3 Media was responsible for the technical implementation. Thomas Klimpel and Sebastian Gutmann, Managing Directors of AIM3 Media, emphasize: "Our technology combines automatic content preparation with precise real-time distribution - a combination that is revolutionizing the flow of information in public spaces in the long term."

The Bern-based digital agency Ads&Figures won a pitch and has been in charge of BVZ Holding's digital performance marketing for the Matterhorn Gotthard Bahn and Gornergrat Bahn since January 2025.

Ads&Figures is taking over the areas of social media advertising, programmatic advertising, search engine advertising (SEA) and data & analytics with the aim of significantly increasing the online visibility of both platforms in the Swiss and international markets in order to further increase the number of online bookings.

According to the 2024 city ranking, Munich is one of the most attractive cities in Germany. One of the reasons for this is the forward-looking urban policy, which has recognized that a growing metropolis only remains worth living in if the transport policy course is set correctly. This is why the local public transport system has been systematically expanded.

In spring 2022, the Munich transport company MVG brought the Zurich agency Ruf Lanz on board to increase the use of streetcars, buses and the subway. "Ruf Lanz has built up a good reputation beyond Switzerland's borders, thanks in part to its pointed communication for Verkehrsbetriebe Zürich. The agency impressed us with its public transport expertise and fresh ideas," says Matthias Korte, Head of Mobility Communications at MVG.

Although Ruf Lanz is a partner from outside the EU, a two-year pilot project was launched in 2022. Since then, several "made in Switzerland" appearances have been realized in Munich - including on prominent billboards.

In addition, creative director Markus Ruf gives an insight into four unrealized subjects: "Of course - as always - some ideas ended up on the sidetrack. For example, we wanted to juxtapose the BMW slogan 'The joy of driving' with 'The joy of being driven' with a wink. That was a little too daring. Just like the allusion to the only traffic light that can still annoy you if you choose MVG: the one in Berlin."

At the end of the pilot project, Ruf says: "Working with Matthias Korte and his team was a lot of fun! We will be happy to get involved again if the framework conditions allow it. And that doesn't require Switzerland to join the EU."

Responsible at Münchner Verkehrsgesellschaft: Matthias Korte (Head of Mobility Communications), Oliver Schwankl (Head of Communications Management and Positioning), Sina Ojo (Communications Manager). Responsible at Ruf Lanz:  Markus Ruf (creative direction), Mario Moosbrugger (art direction), Armin Arnold (DTP and CI implementation), Gian Marco Juon (consulting management). External Swiss partners: Flaeck (CGI), Lorenz Wahl (image editing).

The assignment for Mutoco involved refreshing BLS's digital brand presence. This involved revamping the UX and design of the BLS mobile app, one of BLS's most important sales channels.

The new app design combines functionality and usability with aesthetics and makes the brand more visible. Panoramic images in the check-in tab elegantly highlight important UI elements. The large-scale images change seasonally and give the app a unique look. "We wanted the purchase via the app to feel like the start of the journey and for customers to have a pleasant travel planning experience," explains Kilian Sonnentrücker from Mutoco. Various features contribute to this, such as the real-time travel widget or the option to save connections.

A clear information architecture should ensure orientation at all times despite the many functions. In addition, barrier-free content and accessibility efforts in the design ensure accessibility for all.

As part of the project, three Mutoco employees were involved in the BLS Mobil Art team for a good three years. "The long-term collaboration was not only a lot of fun, but also a great tool for pooling forces and expertise in the most effective way," says Jessica Jenni from BLS.

A scalable design system was developed for the revision of the BLS mobile app, from which all BLS digital products - website, web store and car transport - should benefit.

The app not only receives excellent ratings in the stores for its functionality and design, the BLS Mobil app was also awarded three bronze medals in the Design, User Experience and Functionality categories at this year's "Best of Swiss App" awards.

SBB received the Rail Tourism Award from the European Travel Commission ETC and Eurail for its successful implementation. The continuation contrasts a well-organized cruise with adventurous Interrail travel and is intended to encourage travellers to explore Europe in an environmentally conscious way.

In the current commercial, two old friends go on a cruise. When a cat thwarts their vacation plans, the two react calmly and switch to the comfortable train.

SBB worked with the Swedish agency Sweet to implement the campaign. It has been running since Wednesday and will continue until December 17, 2024 in various offline and online media.

With the claims "Gemeinsam stadtwärts zu kulturellen Ausflügen", "Gemeinsam auswärts zum Wellness" and "Gemeinsam aufwärts zu Winterwanderungen", the videos are intended to appeal to families, couples and groups of friends or best agers from the greater Zurich area, depending on the excursion.

The videos show two men in spa outfits on the bus, an elderly couple in evening dress and red carpet on the streetcar or a young family wrapped up in thick clothes on the suburban train.

"It was important for us to refer to the winter excursion tips on our landing page in a simple and emotional image and text language. Zvv.ch/leisure with over 200 leisure tips. At the same time, we wanted to raise awareness of the convenience of traveling to and from these winter excursions by public transport. We have successfully achieved this with the three short videos," says Janis Kuster, Project Manager ZVV Leisure Business Unit.

Responsible at the ZVV: Janis Kuster (overall responsibility), Esther Grob, Andrea Kurmann. Responsible at TrueStory: Elie Kerbage (concept & project management). Video production: Luca Steiner.

Stations and trains should be places where everyone feels safe and comfortable. According to SBB, regular surveys show that passengers feel safer on trains and in stations than in other public spaces. Nevertheless, verbal or physical aggression occurs on public transport every day, and in some cases has become more serious in recent years. SBB and its social partners SEV, VSLF and transfair are therefore launching an awareness-raising campaign under the motto "Respectfully on the move together". This campaign is an important step towards raising awareness among travelers and employees and promoting mutual understanding.

In close collaboration with Contexta, a creative campaign was developed that targets the emotional core of the issue and sends a strong message for greater appreciation and consideration. The campaign uses a subtle but concise approach: it shows that SBB takes this issue seriously without apportioning blame or stirring up fears. Instead, the aim is to encourage travelers and employees to reflect on their own behavior.

The campaign will be displayed on posters and digital advertising spaces (DOOH) in stations and trains from November 11. A QR code will take interested parties to the landing page sbb.ch/respekt, which offers further information and contact points on the topic of respect and safety on public transport.

Responsible at SBB: Matthias Bütler (Head of Marketing and Market Development and member of the SBB Passenger Transport Market Management Board), Sandro Borrelli (Head of Marketing), Carole Gerber (Head of Marketing Commuting & Regular Customers), Daniel Haldi (Campaign Manager); Responsible agency: Contexta; CGI production: Flaeck.

According to market research, there is still considerable potential for leisure travel on public transport in Switzerland. In comprehensive analyses, SBB has closely examined the needs and motivations of travelers. These findings have resulted in a new strategic direction for leisure marketing. At the heart of the campaign is the emotional staging of the leisure experience by train.

Five commercials and various shorter formats visualize how unforgettable leisure moments can be experienced on public transport. Offers such as the "Day Pass for 2", the "Saver Ticket", the "Saver Day Pass", the "Carpool Ticket" and special offers for families are highlighted.

The national cross-media leisure campaign was launched in mid-September with the time-limited "Day ticket for 2" promotion and is being played out on TV, OOH and various online channels. By combining broad reach and targeted performance orientation, the campaign ensures that the message reaches both a broad public and specifically selected target groups.

Responsible at SBB: Matthias Bütler (Head of Marketing and Market Development and member of the SBB Passenger Transport Market Management Board), Sandro Borrelli (Head of Marketing), Veronica Keller (Head of Marketing Leisure), Renato Blösch, Christa Weidmann, Jasmin Rüegg, Nora Grunder (Marketing Communications Manager); Responsible agency: Contexta. Film production: Luxumbra Film. Producer: Lukas Linder. Direction/Cinematography/Photography: Paulus Bruegmann. Art Department: Atelier Lomann. Sound: Dub Dub. Media: Havas.

Judith Setz will take up her new position as Head of the VBZ Media Office at the beginning of August 2024. She has many years of experience in corporate communications, most recently as Head of Communications and a member of the Executive Board at the Office for Mobility of the Canton of Zurich. Prior to that, she worked for five years at the Canton of Lucerne, most recently as Deputy Head of Communications at the Department of Finance and the Department of Construction, Environment and Economic Affairs. Setz holds a degree in political science from the University of Zurich.

Many years of professional experience, including as an editor and project manager, round off her profile. Media work has been one of her main focuses throughout her communications career. "I'm looking forward to the wide range of topics at VBZ and the dynamic day-to-day business as head of the media office of one of the largest public transport companies in Switzerland," says Judith Setz about her new challenge.

Leo Herrmann remains Deputy Head of the Media Office and media spokesman.