BFU and Ruf Lanz: Using the seatbelt analogy to combat sports accidents
In the current prevention campaign for the Swiss Council for Accident Prevention (BFU), Ruf Lanz raises awareness of the dangers of accidents in sport. Because more serious accidents happen there than on the roads.
The Swiss Council for Accident Prevention (BFU) conducts research and provides advice to reduce the number of accidents in Switzerland. It has had a public mandate for this task since 1938.
Until now, the public has known the BFU primarily as a competence center for road traffic accident prevention.
However, in recent years, sport and exercise in leisure time have become much more important. The downside of this actually positive development: There are now significantly more serious accidents in sport than on the roads.
That's why the BFU is staying on the ball in sport too, offering well-founded, easy-to-apply prevention tips for all popular sports. In order to raise awareness, the BFU decided to work with Ruf Lanz after a comprehensive agency screening and a strategy workshop.
According to Franziska Hartmann, head of the BFU sports campaign, the decisive factor for Ruf Lanz was "the agency's strategic and creative expertise as well as its many years of proven performance - especially in the field of prevention."
Campaign with seatbelt analogy
The result is a campaign that surprisingly spans the arc from the BFU's expertise in road traffic to sport. As a central idea, the safety belt was transferred from the car to the world of sport: with the specially created BFU sports bag. As soon as sportsmen and women put the bag around their necks, they appear to be wearing a safety belt.
The three-year concept was launched on Monday with a nationwide poster display. Six team and individual sports with a high accident potential were defined and presented in a striking photographic style.
In addition to the broad display, the posters will be placed selectively in the vicinity of sports facilities, football pitches, ski resorts, fitness centers, etc. and adapted for social media. Further measures are already being planned for 2021.
Responsible at the AAIB: Franziska Hartmann (Head of Campaigns), Peter Matthys (Head of Campaigns), Jürg Beutler (Head of Communications, Member of the Executive Board), Hansjürg Thüler (Head of Sport and Exercise), Othmar Brügger (Head of Home and Sport Research). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht Lanz (Creative Direction), Isabelle Hauser (Art Direction), Markus Ruf, Christian Stüdi (Text), Armin Arnold (DTP), Miro Poffa, Lara Cavelti (Consulting). Photography: Jonathan Heyer. Production: Dhondup Tersey (All In Production). Image processing: Aschmann Klauser, Michèle Aschmann. Lithograph: RTK. Print: Setaprint.
