Ruf Lanz: The faster the e-bike, the longer the braking distance
Together with AXA, Switzerland's largest private accident insurer, the Swiss Council for Accident Prevention BFU is launching a new campaign to reduce e-bike accidents, designed and realized by Ruf Lanz.
In recent years, the sales figures for e-bikes have skyrocketed - but unfortunately, so have the accident figures. This is because e-bikes travel faster than classic bicycles. The higher speed leads to longer braking distances and, in the event of an accident, to a higher risk of injury and death.
Studies by the BFU accident research unit show that: Anyone traveling at 25 km/h on an e-bike needs 18.8 meters to stop. And someone traveling at 45 km/h even needs 40.9 meters to stop (assumption: full braking, reaction time 2 seconds, friction value 0.5).
Ruf Lanz puts the long braking distance at the center of the campaign. In a pointed way, e-bike braking distances are shown that are so long that they cannot even be stopped by obstacles. Be it a fire hydrant, a baby carriage or a puzzled looking dachshund. This succeeds in surprisingly dramatizing the unexpectedly long braking distances while at the same time living up to the claim of BFU and AXA not to advertise with shock images.
The main advertising media are F4 posters in all parts of the country. The BFU network comprises between 6,000 and 8,000 street poster sites, thus guaranteeing high visibility. Exactly where the target group moves.
A safety kit with a suitable giveaway, small posters, flyers and a micro-site with a braking distance test are also used.
Responsible at the AAIB: Jürg Beutler (Head of Communications, Member of the Executive Board), Peter Matthys (Head of Campaigns), Daniel Morgenthaler (Research Associate Traffic Behavior), Andrea Uhr (Research Associate). Responsible at AXA: Benjamin Oberlin (Campaign Manager), Bettina Zahnd (Head of Accident Research & Prevention), Martina Keller (Head of Accident Insurance), Ilona Fäh (Content Manager), Franziska Wildi (Content Manager). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Mario Moosbrugger (Art Direction), Christian Stüdi (Text), Marc Gooch (Consulting), Armin Arnold (DTP). Photography and image editing: Carioca Studio @Visualeyes International.
