The Swiss Federal Accident Prevention Bureau (BFU) conducts research and provides advice to reduce the number of serious accidents in Switzerland. It has had a public mandate for this task since 1938.
One of the BFU's core competencies is raising awareness for greater safety on the road. The latest presentation is a reminder to maintain sufficient distance in road traffic. This is crucial in order to avoid collisions and to avoid hitting the vehicle in front.
The creatives at Ruf Lanz have found an analogy for this. Freshly painted toenails with the typical spacer between the toes bring the message pointedly to the point: varnish needs enough distance.
The byline also reminds drivers of the "two-second rule of thumb" that they learn in driving school. It states that the distance to the vehicle in front should be at least two seconds.
The eye-catching motif is currently being played out on various social media channels.
Responsible at the BFU: Peter Matthys (Head of Campaigns), Jürg Beutler (Head of Communications, Member of the Executive Board). Responsible for Ruf Lanz: Danielle Knecht-Lanz, Markus Ruf (Creative Direction), Mario Moosbrugger (Art Direction), Isabelle Hauser (CD Art), Markus Ruf (Text), Armin Arnold (DTP), Miro Poffa (Consulting).