Supervision since 2020 by:
Distribution area of the campaign: Austria
Initial situation
What is the actual state of road safety in Upper Austria? Broad-based studies show: Distracted driving is the most common cause of accidents in Upper Austria – and the trend is rising. In addition, awareness of the need to flash should be raised among drivers. In order to avoid conflict situations in traffic, the Amt der Oö. Provincial Government and the Upper Austrian Chamber of Commerce 2020 launched various initiatives to create awareness and bring about a change in behavior. REICHLUNDPARTNER Werbeagentur was allowed to participate in the campaigns.
Strategy
Subtly but nevertheless forcefully pointing out possible dangers – the campaigns use clear, reduced subjects, wordplay, double meanings or rhetorical questions to make road users aware of the need to signal and pay attention. Statements such as “Blinking is like talking in plain language” or “Steer instead of distract” are also displayed visually to support the message. With the different subjects, the attention of the population remains high and does not wear out.
Implementation
REICHLUNDPARTNER Werbeagentur designed subjects for the campaigns that can be seen exactly where they do the most good: on Upper Austria’s streets. Posters on the roadsides remind drivers of the obligation to flash their lights and to pay attention, while buses and trucks with stickers also spread the message of the flashing lights campaign on the road. Another campaign on the subject of road safety is being planned.
