Family wins "Fund for Road Safety" pitch
Family wins "Road Safety Fund" pitch and is committed to making Swiss roads safer from 2025.
Family Acency from Uster prevailed against well-known competitors and won the FVS pitch on the topic of "Control illusion on the bicycle & e-bike".
Manuela Carluccio, project manager at the FVS, explains: "With a knowledge-based, bold concept and a convincing presentation, the agency was able to win the tender. From spring 2025, it will be tasked with noticeably increasing road safety on Swiss roads in the coming years through informative and educational measures. We are very much looking forward to this collaboration.
No room for illusions
"The so-called "illusion of control" in road traffic describes the deceptive feeling of safety and control that can affect all road users. However, cyclists and e-bike riders are particularly affected by this, as they are at greater risk due to their higher vulnerability. Underestimating dangers and overestimating one's own abilities often leads to risky or even life-threatening situations," explains Andreas Schumacher, Managing Director of the FVS on the project.
"Our task is to break this illusion and show people that caution and mindfulness on the road are vital for survival. It's not just an advertising campaign, but a social responsibility. We look forward to contributing to safety on Swiss roads through our work and, in the best-case scenario, even saving lives," adds Claudio Catrambone, founder, CEO & CCO of Family Acency.
A significant step towards greater safety
According to the 2023 road accident statistics from the Federal Roads Office FEDRO, 42 people were killed in bicycle and e-bike accidents, while 4,332 road users were involved in serious accidents (including 1,344 bicycle and e-bike accidents with serious consequences).
The popularity of these means of transportation makes it all the more urgent to raise awareness of the risks involved in road traffic. "Road safety is not a luxury, but a necessity. Our initiative aims to help make cyclists and e-bike riders more aware of their responsibility and thus significantly reduce the risk of accidents," emphasizes Florian Weitzel, Creative Director of Family Acency.
"It is a particular challenge to design educational advertising in such a way that it reaches and sensitizes people without being instructive or overwhelming. It takes sensitivity and creativity to convey important messages in such a way that they change behavior in the long term. This challenge is what makes the project so exciting for us, and I'm personally looking forward to breaking new ground to make a real difference," he adds.
Family Acency was founded in 2020 and serves clients such as: Rivella, KPT, Sauber Motorsports, Amorana, CH Media, Watson and now also the "Road Safety Fund".
