Observed Signal · Jun 23, 2026 · Campaign Update · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Children's Drawings Chosen for 'Runter vom Gas' Campaign
The Federal Ministry of Transport (BMV) has selected children's drawings as the new motifs for its long-running 'Runter vom Gas' road-safety poster series. After a three-week public vote, the winner was confirmed, giving children from across Germany the opportunity to feature in a nationwide campaign. The 'Runter vom Gas' initiative has been running since 2008; the ministry organised the selection for the new poster run. The announcement was reported by HORIZONT on 2026-06-23.
A national government publicity campaign updates its OOH creative with a publicly chosen design; relevant to agencies, creative production and OOH planners but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- The Federal Ministry of Transport (BMV) will use children's drawings as the new motifs for the 'Runter vom Gas' campaign.
- The winner was decided after a three-week public vote.
- The 'Runter vom Gas' campaign has existed since 2008.
- The selection applies to a new poster series (Plakatreihe) for the nationwide campaign.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Kids' Drawings Power New Road Safety Campaign
Germany's long-running road safety campaign 'Runter vom Gas' (Take Your Foot Off the Gas) is introducing a new flight of seven billboard motifs created entirely by children. The campaign, led by the Federal Ministry for Digital and Transport (BMDV) and the German Road Safety Council (DVR), with agency Scholz & Friends as the incumbent since 2016, marks a departure from its traditional shock imagery. Following a public vote that favored children's drawings over more graphic options, children nationwide submitted their artwork addressing the three most common highway accident causes: insufficient distance, excessive speed, and distraction. The new motifs will be displayed on approximately 700 billboard sites across Germany starting in October, accompanied by social media videos and assets. The campaign aims to promote respect and consideration on the roads, leveraging the persuasive power of children's perspectives.
BMBFSFJ and Fischer Appelt launch 'Wir sehen mehr' campaign
The German Federal Ministry for Education, Family, Seniors, Women and Youth (BMBFSFJ) has launched a nationwide campaign titled "Wir sehen mehr" to raise public awareness of the social importance of educational professions. The campaign — featuring four motifs depicting everyday situations in daycare (Kita), after-school care (Hort) and child welfare services (Hilfen zur Erziehung) — was conceived, created and implemented entirely by the agency Fischer Appelt. This is the first campaign fully handled by Fischer Appelt across strategy, creative and execution. The article was published by Horizont on 2026-08-03.
Deutscher Mediapreis 2026: Print Campaigns Shortlist Revealed!
W&V published the shortlist for the 'Media-Idee Print' category of the Deutscher Mediapreis 2026. The jury selected a set of print-focused media campaigns and young talents; winners will be announced on 10 March 2026 at Motorworld München. Notable shortlist entries include Deutsche Telekom with Ad Alliance (and Mindshare) for the campaign 'Augen auf! Gemeinsam #GegenHassimNetz', which used a print-first, double-page cartoon advertorial by Stern cartoonist Til Mette, and Rügenwalder Mühle with Mediaplus Germany (and CarlNann) for the 'Hauchgenuss Ad Special', a bespoke print special-ad format for a vegan product launch. All shortlist nominees will additionally be displayed in a popup gallery at the W&V Summit on 11–12 March 2026.
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