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“Slow down!” moves on to the next phase
Scholz & Friends continues with the next emotional chapter of its successful road safety campaign
Scholz & Friends Berlin
10/23/2009, Berlin - With a new round of posters for the award-winning road safety campaign “Runter vom Gas!” (“Slow down!”), the Bundesverkehrsministerium (Federal Ministry of Transport) and the Deutscher Verkehrssicherheitsrat, DVR (German Organisation for Road Safety), are prompting all motor vehicle drivers on the roads to drive at a reasonable speed and be more considerate of each other. The motifs developed by Scholz & Friends show people holding a photo with a black ribbon. The photographs are of relatives or friends who have apparently lost their lives in traffic accidents.
The people displayed on the posters symbolically represent the pain of thousands of victims as well as the suffering of their loved ones and those they leave behind: children who have lost their parents, spouses and families that have been torn apart by an accident and people who mourn for their friends and peers. Those depicted are not actual accident victims, they are actors who received instructions regarding the content and appearance of the campaign beforehand.
“In continuing with this emotional approach, we would like to sustain the intense discussions about road safety in today’s society. Because with the right behaviour every single one of us can do his or her part to avoid accidents”, states DVR General Manager Christian Kellner.
“‘Slow down!’ is intended to show us that traffic accidents can take more than just one victim. They also affect the victim's friends, family members and acquaintances”, adds Dominik Thesing, Managing Director of Scholz & Friends Agenda.
Through the end of the year, the campaign “Slow down!” intends to use further measures to approach especially young drivers, who are particularly at risk. To this end, a series of preventative adverts will air on the internet, in which young accident victims call upon their peers in authentic ways to take responsibility and be considerate of each other.
The road safety campaign “Slow down!” was initiated by the Federal Ministry of Transport together with the DVR in March of 2008. In cooperation with the Deutsche Gesetzliche Unfallversicherung, DGUV (German Social Accident Insurance), it aims at drawing attention to the consequences of reckless speeding through the use of motorway billboards. The campaign also features several print adverts as well as television, cinema and radio ads. Recently, the campaign was awarded the golden Social Effie by the Gesamtverband Kommunikationsagenturen (Association of Communications Agencies).
Client: Deutscher Verkehrssicherheitsrat e.V. (DVR); Bundesministerium für Verkehr, Bau und Stadtentwicklung
CEO DVR: Christian Kellner
Head of PR DVR: Carla Bomann
Agency: Scholz & Friends Berlin
Consulting: Michael Schulze, Salvatore Amato
Creative Directors: Michael Winterhagen, Nils Busche, Philipp Weber, Felix John, Walter Ziegler
Art buying: Kirsten Rendtel
Production: Franziska Ibe
Photographer: Hans Starck
Agency: Scholz & Friends Agenda
Managing Director: Dominik Thesing
Project management: Jens Lange
Consulting: Sandro Krauss, Rebecca Kircher, Philip Gursch, Daniela Scheetz
Press contact
Markus Mayr
tel +49-40/3 76 81-115
mobile +49-151/16 16 51 52
fax +49-40/3 76 81-320
pr@s-f.com
http://www.s-f.com
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