When children go to school and kindergarten, they learn a lot of new things. These include traffic rules and how to deal with dangers in road traffic. They practice estimating speed and distances. But they don't yet have any idea how long a vehicle's stopping distance is. That's why they learn from the police not to cross the road until the wheels stop. Because learning children are often unpredictable in their behavior, vehicle drivers should stop so that schoolchildren can cross the street safely.
Support with radio announcements
The "Stop for Schoolchildren" campaign was devised by In Flagranti Communication in close cooperation with the VCS and Fussverkehr Schweiz. BFU posters and around 2500 selected poster sites in the immediate vicinity of pedestrian crossings call on 4.6 million drivers to take action. Visible. Legible. And highly efficient. The campaign thus creates safety reserves, changes behavior and reduces accidents where children cross. The campaign is further supported by radio announcements on all SRF channels. "Stop for Schoolchildren" is designed to run for three years and will be further developed collaboratively.
Parents, police and schools are involved as co-creators and multipliers. Via schoolpath.ch they can make children safe and visible in road traffic with yellow, highly visible items such as caps, gymbags, banners, and flags. in flagranti communication is boosting the website with measures on selected online channels. In various languages, the campaign also activates around 20% of the Swiss resident population, the majority of whom do not communicate in our national languages.
With In Flagranti Communication, five organizations joined forces for the "Stop for School Children" campaign: the VCS Verkehrs-Club der Schweiz, Fussverkehr Schweiz, your police, the Dachverband Lehrerinnen und Lehrer Schweiz LCH and the Fonds für Verkehrssicherheit FVS. Michael Rytz was responsible for the VCS and Dominik Bucheli for Fussverkehr Schweiz. The hand-picked posters were created by ACE2ACE. The pictures were taken by Thomas Baumann.
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Alcohol is one of the greatest safety risks in road traffic - not only when drunk in excess, but even in small quantities. Even one glass has a negative effect on driving ability, because attention and vision are impaired.
Especially the influence of small amounts of alcohol is underestimated by many. This is where the new national prevention campaign comes in, which Ruf Lanz designed and implemented on behalf of the BFU.
The agency illustrates the effect of alcohol by placing an empty glass of beer, wine and prosecco in front of striking headlines. This produces precisely the distorting, befogging and clouding effect that alcohol has on the road.
The campaign is being played out throughout Switzerland in German, French, and Italian. On over 6,000 billboards as well as in animated form on social media, on the BFU website and via DOOH.
Responsible at the Swiss Council for Accident Prevention: Jürg Beutler (Head of Communications, Member of the Executive Board), Peter Matthys (Head of Campaigns), Claudia Bucher, Leona Savary (Campaign Management), Andrea Uhr (Road Traffic Research), Yvonne Achermann (Road Traffic Research). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht-Lanz (Creative Direction), Isabelle Hauser (Art Direction), Markus Ruf (Text), Armin Arnold (DTP), Miro Poffa, Sylvia Kohler (Consulting). External partners: Lorenz Wahl (image editing), RoDo Works, Roger Koller, Gregor Szabo (motion design), Sabrina Vogel (producer).
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Young people between the ages of 15 and 18 have a particularly high risk of accidents on a motorcycle. They lack experience and routine, behave more riskily and impulsively at this age and quickly overestimate themselves.
In order to sensitize the target group to the dangers of riding a motorcycle, Sir Mary is launching the new prevention campaign "Don't Mess It Up" in cooperation with the BFU. In the five spots created, whimsical storylines and stylized imagery make it clear that prevention work for Gen Z can be done differently.
"Don't Mess It Up" is the first time the BFU has targeted a campaign purely at such a young demographic. "It was clear to us that we had to break new ground in order to reach young people. To pursue these goals, we have the best possible partner on our side in Sir Mary," explains Claudia Bucher, campaign manager at BFU. "Together with the agency, we developed the campaign concept directly with a peer group of young people. Again and again, we involved them and asked how we could best reach them and whether they understood our messages," Bucher continues.
At the center is a diverse cast that charmingly conveys the prevention messages in a whimsical setting. A "digital-only mindset" was followed in the implementation. Thus, the short and concise spots will be seen on Instagram, TikTok and Snapchat. Classic channels such as billboards or TV will be dispensed with altogether in the content-driven campaign. "From the very beginning, it was clear that we wanted to reach the target group where they are and feel comfortable. To do this, we developed content that appeals directly to Gen Z with the help of fast cuts, sound effects, and exaggerated zoom-ins, and provides a humorous approach to the prevention messages. We deliberately avoided serious and cautionary storylines, because digital natives simply swipe them away," explains Daniel Zuberbühler, co-founder of Sir Mary.
Further measures are to be added in the coming weeks. Sweepstakes will be held to encourage young people to enter the Dontmessitup.ch more intensively with the important messages. The national campaign, which will be broadcast in German, French and Italian, is scheduled to run for three years. It will be evaluated and further developed on an ongoing basis.
Responsible at BFU: Jürg Beutler, Claudia Bucher, Christoph Jöhr, Peter Matthys. Responsible at Sir Mary: Florian Beck, Andi Portmann, Adrian Merz, Florian Birkner, Tobias Röben, Lukas Wietlisbach, Torben Cording, Julia Fischhaber, Annika Schmid, Jeannine Buscher, Naemi Sauter, Fabian Habisreutinger, Katharina Günther, Kevin Schälchlin, Tino Elsener, Alexia Siegwart, Nicolas Hostettler, Türi Cengiz, Maurice Ziegler, Daniel Zuberbühler. Illustrations: Christina Baeriswyl. Responsible at Dynamic Frame (film production): Luzius Fischer (Executive Producer), Flo Brunner (Producer, Farbfilm), Tillo Spreng (Director), Tobias Kubli (DOP), Gabi Morales (Production Design), Jero Fähndrich (Edit), Ben Packer (Grading), Modulaw (Music Composition) Stereotyp (Sound Studio & Soundmix); Stunts - 1291 Productions: Oliver Keller (Stunt Coordinator), Sascha Dürr (Stuntman), Denise Treffler (Stuntwoman).
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The newly installed 120 screens are placed in the buses at prime locations. While the left part of the screen displays the route, stops and transfer options, the right part offers 80 seconds of advertising in a 120-second loop. The remaining 40 seconds are reserved for news and weather reports. Thus, passengers are offered an interesting program consisting of information, entertainment and advertising.
With 15 lines, TPL connects the city center of Lugano with the various neighboring municipalities. TPL transports over 13.7 million passengers annually and is the public transport company of Lugano.
With the existing 12 City and 4 Rail ePanels from APG|SGA in Lugano, which are installed at top locations in the train station and in the center, the new 120 TrafficMediaScreens create an attractive and exclusive digital offer for advertisers in Ticino. The offers can be booked individually and in combination. For the time being, the City and Rail ePanels can be programmed.
TMS will be available starting June 21 for broadcasts beginning August 2, 2021, and can be easily booked on APG|SGA easy.
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Since 2021, 15-year-olds are now allowed to drive motorcycles/scooters up to 45 kilometers per hour, and 16-year-olds will be allowed to ride 125 cc motorcycles. It is therefore feared that this could increase the number of serious and fatal traffic accidents among new drivers. Dynamite was commissioned to design and implement an information and prevention campaign.
On posters, flyers and a Website and on social media, attention was drawn not only to the safety aspects but also to the increasing noise problem. The appeals "No risk!" and "No noise!" are aimed directly at motorcyclists and call on them to be more careful and considerate. The Kapo Zurich informs, but also takes repressive action at neuralgic passes in the coming months.
The "No Risk" poster motif highlights the danger in cornering situations that motorcyclists could find themselves in. Motorcyclists should drive defensively and with foresight. The "No noise" motif reminds motorcyclists to refrain from making unnecessary noise. Consideration is called for, Switzerland is densely populated.
Responsible at the Zurich Cantonal Police: Prevention Department, Adj. Rolf Decker. Responsible at Dynamite: Roger Bosshart (CEO and Consulting), Ralitsa Ruseva (Art Direction), Nuru Oertli (Graphics), Urs Zwyssig (Text), Huessin Agha (Web Development).
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The agency impressed the BFU with its "digital DNA" and its understanding of how to reach the young target group where they are.
As of this year, 15-year-olds are now allowed to ride motorcycles/scooters up to 45 km/h and 16-year-olds have access to 125 cc machines. The BFU, the Swiss Council for Accident Prevention, fears that this will lead to an increase in the number of serious and fatal road accidents involving young motorcyclists. For this reason, it wants to communicate the need for a defensive and anticipatory riding style to young motorcyclists by means of a national prevention campaign.
Three-year prevention campaign
The Zurich agency Sir Mary was awarded the contract for the three-year prevention campaign, which is co-financed by the Road Safety Fund (FVS): "We were looking for a partner who knows how to communicate with Generation Z at eye level, in a way that young people can identify with. This is the only way to ensure that the prevention messages get the necessary attention from the target group. Sir Mary won us over with her digital-first mindset," says Jürg Beutler, Head of Communications at the BFU.
A cross-channel campaign is planned to sensitize the target group to the fact that fun and safety go well together when riding a motorcycle. "As an agency with digital DNA, one of our core competencies is understanding how to reach target groups where they are and where they feel comfortable. We are delighted to be able to use this strength as part of an important prevention campaign," says Daniel Zuberbühler, co-founder of Sir Mary.
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