Slow Down. Take it Easy.
“Slow down. Take it easy” was launched as a public service campaign to raise awareness about the dangers of hectic and speedy driving, a leading – yet often overlooked – cause of traffic accidents. Since its debut in November 2009, “Slow down. Take it easy” has not only become synonymous with safe and steady driving in its target markets, but has also spawned a veritable movement, highlighting the virtues of “slow living”. With its own theme song, spokesperson and logo, it has become one of Switzerland and Liechtenstein’s most recognized brands of the past few years.
Moreover, relying heavily on the use of facebook and user interaction, “Slow Down. Take it easy” could be dubbed Switzerland’s first campaign to truly integrate social media.
The campaign’s main objectives are (arranged in order from short to long term):