References
German Ministry of Transport, Construction and Urban Development |
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Starting point
Most road users find that the climate on German roads is often a stressful one, with motorists becoming increasingly careless and aggressive in their driving. The German Ministry of Transport, Construction and Urban Development is striving to protect our most vulnerable road users, including children, senior citizens and cyclists, with their “Rücksicht ist besser” (“Respect is better”) initiative, which calls on motorists to practise more defensive driving.
Actions included
- Posting the campaign motif on motorway billboards nationwide
- Designing and implementing the “Start of the Bicycle Season” campaign
- Designing and implementing attention-grabbing campaigns at automobile trade shows (IAA und AMI)
- Designing and implementing the initiative's profile at the federal government's open day in 2005
- Placing campaign endorsements by opinion leaders
- www.ruecksicht-ist-besser.de web portal
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Results
- The campaign has achieved a high profile nationwide.
- Continuous media coverage
- An active network has been established.