Title	KIDS AHEAD, STOP LIKE IT’S RED
Brand	TCS TOURING CLUB SCHWEIZ
Product/Service	TCS TOURING CLUB SCHWEIZ
Category	A01. Use of Promotional Events & Stunts
Entrant Company	JUNG von MATT/LIMMAT Zürich, SWITZERLAND
Advertising Agency	JUNG von MATT Zurich, SWITZERLAND
Production Company	PLAN B FILM Zürich, SWITZERLAND

Name	Company	Position
Alexander Jaggy	Jung Von Matt/Limmat	Executive Creative Director
David Hanselmann	Jung Von Matt/Limmat	Art Director
Daniel Gremli	Jung Von Matt/Limmat	Copywriter
Samuel Wicki	Jung Von Matt/Limmat	Copywriter
Tanja Jablanovic	Jung Von Matt/Limmat	Graphic Designer
Marco Dettling	Jung Von Matt/Limmat	Account Supervisor
Meret Lauener	Jung Von Matt/Limmat	Account Executive
Roman Moesli	Jung Von Matt/Limmat	Account Executive
Annika Mentel	Jung Von Matt/Limmat	Senior Pr Consultant
Cosima Lang	Jung Von Matt/Limmat	Pr Specialist
Simon Nagel	-	Director

The Brief

The message: “Kids ahead, stop like it’s red” had to be popularised not only among children, but among traffic participants as well.

Campaign Success

Towards this end, we invented a new, previously unused medium: car tyres themselves. Boxes of chalk were distributed and used to write the message on tyres, placing it where it can do some good: on the streets and in people’s minds.

Describe the success of the promotion with both client and consumer including some quantifiable results

100,000 boxes of chalk were distributed throughout the country. Countless individuals participated, including many prominent opinion leaders – as well as the police and Minister of Transportation.

Explain why the method of promotion was most relevant to the product or service

Each year 530 children are injured as pedestrians in road traffic; six of them fatally. That’s why the “Kids ahead, stop like it’s red” campaign was launched: children learn that they may only cross the street when the wheels of the vehicle come to a complete stop at pedestrian crossings.