What problem did you address/are you addressing?
Children are among the most vulnerable traffic participants, and a misunderstanding exists between them and adults. Children learn in school to cross a road only after vehicles come to a complete stop. The reason for this rule is that children are unable to estimate the speed and distance of an approaching car. Drivers are unaware of this rule and usually only slow down, while at the same time making hand gestures or flashing the headlights to encourage the children to cross.We wanted to involve the target audience of this road safety campaign as participant ambassadors of the message “Kids ahead, stop like it’s red”. By writing it on the tyres of their own car, they fully integrate this rule in their own conduct as drivers.
What are your objectives?
This awareness-‐raising campaign is directed at all motorists and is particularly important at the start of each school year.
The message of this prevention campaign is: motorists must always come to a complete stop at pedestrian crossings to let children cross the road.
The claim of the campaign is: “Kids ahead, stop like it’s red Come to a complete stop at pedestrian crossings”
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative?
As ambassadors of this campaign, we also asked well known persons from the sports, cinema, TV and political environment to participate. We had an event with Mrs. Doris Leuthard, the FederalCouncillor and Minister of transport in Switzerland, who wrote, together with children, the slogan on the tyres of her official limousine in front of the Swiss parliament building.This PR activity generated huge press coveragePictures of participating private persons who wrote the message of the campaign on their tyres were uploded on http://radstehtkindgeht.ch
How did you evaluate/are you evaluating the success of your action?
The evaluation of the campaign showed that we reached 95% of the target audience. The recall was 93%, the message was understood by 88%.At the of 2015, the “Kids Parlament” of the city of Lucerne allocated the “Golden Lollipop” for the most child-‐friendly activity of the year.