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Club news: For back to school, TCS calls for drivers to watch out for kids

Publication date: 03 September 2015

Touring Club Switzerland (TCS) and its partners, the Swiss Council for Accident Prevention and the police, launched a new awareness-raising campaign: “Kids ahead, stop like it’s red”. This campaign is directed to all motorists and is particularly important at the start of the school year. It is based on the playful world of Playmobil, as well as on a new TV advertisement, radio advertisements, posters and printed advertisements. The message of this prevention campaign remains unchanged: motorists must always come to a complete stop at pedestrian crossings to let children cross the road.

Each year, 530 children are involved in accidents on Swiss roads as pedestrians. Six of these accidents have fatal consequences. Children learn in traffic education that they may only cross the street when the wheels of the vehicle come to a complete stop. This is due to the fact that kids are unable to estimate speed and distances of cars.

When school resumed in mid-August, TCS asked the Swiss population to show their solidarity by writing the motto on their car tyres with chalk provided to them. Countless people participated and posted pictures in social media, including Federal Councillor and Minister of Transportation Doris Leuthard.

“With this campaign we did not simply initiate a new way to communicate, it also became a real grassroots movement” says Helmut Gierer, Communication & Campaign Manager TCS.

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