Observed Signal · Sep 28, 2026 · Campaign Launch · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
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.
Creative campaign news relevant to advertising industry, but not a major industry shift.
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Key Takeaways & Evidence Grounding
- BMDV and DVR, with agency Scholz & Friends, launched new 'Runter vom Gas' campaign motifs created by children.
- Seven new billboard motifs will be displayed on approximately 700 highway billboard sites starting in October.
- The motifs address the three most common highway accident causes: insufficient distance, excessive speed, and distraction.
- The campaign includes social media videos and additional assets, supported by Berufsgenossenschaften, Unfallkassen, and DGUV.
- Scholz & Friends has served as agency partner for the campaign continuously since 2016.
Ontology Mapping & Concepts
Related Market Signals & Shifts
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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.
TCS campaign emphasizes braking for school safety
The Touring Club Switzerland (TCS) has continued its road-safety prevention campaign for safe school routes into its second year. The multi-year initiative 'Luege | Brämse | Halte', run on behalf of the Fund for Road Safety (FVS) since 2025, now focuses on timely slowing down ('Brämse') with 2027 planned to emphasize stopping ('Halte'). The campaign was developed with agency Farner and provides new visuals for police forces, municipalities and schools. An interactive 'speed check' on safe2school.ch illustrates how stopping distance increases with speed. Additional measures include truck stickers promoted with industry associations ASTAG and Les Routiers Suisses, and a new high-visibility vest 'Lumi' to replace the existing 'Triki' from school year 2026/27.
FVS continues 'Das Spiel deines Lebens' campaign
The Swiss Fonds für Verkehrssicherheit (FVS) is extending its road‑safety prevention campaign "Das Spiel deines Lebens" into a second year. The refreshed wave adds a radio spot and revised short TV versions alongside existing formats, plus updated poster creatives with more direct calls‑to‑action while avoiding blame. The campaign continues to target the "control illusion" in traffic—highlighting that unexpected events can occur—and is framed exemplarily at cyclists but addresses all road users. Family (agency) leads creative work and FaMe, Family’s media unit, manages cross‑channel media planning across TV, out‑of‑home, audio, video, cinema and digital formats; cinema is highlighted as an environment for stronger emotional impact. The continuation follows an independent evaluation of the first year and recognition with the Goldbach Crossmedia Award. Published 2026-07-02.
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