Call Lanz for the BFU: Always stop when distracted.

Distracted driving leads to traffic accidents. That's why Ruf Lanz's new BFU campaign features unusual parking spaces: Always stop when distracted.

Every year, distraction and inattention at the wheel lead to 1100 serious injuries and 60 deaths on Swiss roads. In modern everyday life, many things can be distracting on the road: from the omnipresent cell phone to operating the navigation device or sound system while driving to reaching for objects or activities such as eating and drinking while driving. 

The reaction time in the vehicle is generally two seconds. If the driver is distracted, this is extended by a third. As a result, the stopping distance is also longer: with a reaction time of three seconds, drivers already cover more than 40 meters in built-up areas before they are even able to act. On highways, at 120 km/h, the distance is already more than 100 meters.

Campaign against distracted driving

That's why the German Council for Accident Prevention (Beratungsstelle für Unfallverhütung BFU) commissioned the creative agency Ruf Lanz to design a campaign against distracted driving. Jürg Beutler, Head of Communications at BFU, comments: "Ruf Lanz presented us with numerous creative proposals. Together, we chose the concept with the unusual parking spaces. Because it shows very strikingly and without admonishing fingers: Always stop for activities that distract you".

The main advertising media are around 7,000 F4 posters along roads throughout Switzerland, written in German, French and Italian. In addition, the campaign will be seen on large-format posters at freeway entrances as well as at freeway service stations. 

Responsible at the BFU: Jürg Beutler (Head of Communications, Member of the Executive Board), Peter Matthys (Head of Campaigns), Franziska Hartmann (designated Head of Campaigns), Andrea Uhr (Road Traffic Research), Yvonne Achermann Stürmer (Road Traffic Research). Responsible at Ruf Lanz: Isabelle Hauser (Art Direction), Markus Ruf (Creative Direction & Text), Armin Arnold (DTP), Carlotta Biffi (Project Management). External partners: Lorenz Wahl (image editing).

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