BFU budget: Sir Mary raises awareness among teenage motorcyclists

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.