Observed Signal · Aug 4, 2026 · Campaign Continuation · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
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.
Local Swiss road-safety marketing campaign and agency collaboration with limited direct impact on the broader AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- Touring Club Switzerland (TCS) continues its school-route prevention campaign into a second year.
- The campaign 'Luege | Brämse | Halte' has been implemented on behalf of the Fund for Road Safety (FVS) since 2025.
- The campaign was created in collaboration with the agency Farner.
- An interactive 'speed check' on safe2school.ch demonstrates how stopping distance increases with speed.
- TCS launched truck stickers in June at the Trucker Festival in Interlaken with ASTAG and Les Routiers Suisses; the 'Lumi' safety vest will replace the 'Triki' in school year 2026/27.
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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.
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.
Publicis: Max the Badger Speaks Bündner German
AXA launched its annual Max der Dachs road-safety campaign on 3 August 2026, running until 20 September under the slogan “Gemeinsam für einen sicheren Schulweg” and the safety phrase “Warte, luege, lose, laufe.” The campaign expands into audio with Spotify ads in Bündnerdeutsch aimed at adult road users while retaining a video-first approach across TV (children's programming), Connected TV, YouTube, Disney+ and social media, plus Out-of-Home posters. Creative work is by Publicis Switzerland and media planning by WPP Switzerland. The initiative is supported by the AXA Foundation for Prevention, founded in 1973, which the article says has invested about CHF 40 million into traffic prevention to date.
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