Sikker Trafik
About Sikker Trafik
The work made for Sikker Trafik runs to 22 verified projects since 2021 — mostly Campaign, Strategy and Safety. Most of it comes from 11 teams, including Uitch Iscratch, Honeytrap and new—land. The people who work most often on Sikker Trafik projects include Søren Engberg, Mads Marstand and Jacob Salling.
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Nederen Forældre
The task was to get children and young people to ride with a bicycle helmet, as this group for the first time ever saw a decline in the use of helmets while increasing the number of serious accidents. One of the main communication goals was to equip the parents for the negotiating situation when their child began to consider dropping the helmet. That is why we chose to address the children's parents primarily. The analysis showed that parents did not believe in their own significance when it came to getting tweens to keep the bike helmet on. But at the same time, the analysis showed that parental attitude is the most significant factor of all. That's why we created a community where parents could meet and share experiences as well as concerns. They needed to be activated and take ownership of the term, which in turn would bring about a change of attitude in relation to their own importance as parents. The forum has had an annual theme, which was hit every year by a music video followed by mountains of other content throughout the year. DANSK Baggrund Opgaven, da Nederen Forældre blev skabt, var at få børn og unge til at køre med cykelhjelm, da denne gruppe for første gang nogensinde stod for en nedgang i brugen af hjelm, samtidig med at antallet af alvorlige uheld steg. Et af de væsentligste kommunikationsmål, var at ruste forældrene til forhandlingssituationen, når deres barn begyndte overvejelserne om at droppe hjelmen. Derfor valgte vi at henvende os primært til børnenes forældre. Analyser viste nemlig, at forældrene ikke troede på deres egen betydning, når det kom til at få tweens til at beholde cykelhjelmen på. Men samtidig viste analysen, at forældrenes holdning er den mest betydende faktor overhovedet. Derfor besluttede vi at indgyde forældrene noget stolthed i den del af forældrerollen, der handler om at være nederen! Løsning Nederen Forældre blev skabt som en community-idé, hvor fortløbende indhold og dialog med forældrene skulle styrke gruppen og Nederen Forældre-initiativet. Den samlende idé var at gøre "Nederen Forælder" til et adelsmærke, som forældre kan tage på sig med stolthed. Vi ville minde om, at forældregerningen også - og måske især - er de svære ting. At være den søde og forstående forælder er the easy part. At være nederen forældre; det er svendeprøven. Derfor skal vi have forældre til at associere noget positivt med at være nederen. Man bør være stolt, når man tager det svære valg. Og helt specifikt skal man være stolt, når man står fast på, at ens børn skal bruge cykelhjelm. Vi ville have forældrene til at engagere sig i sagen og indgå i en dialog. Derfor skabte vi et community hvor "Nederen forældre" kunne mødes og dele erfaringer og bekymringer som forældre. De skulle aktiveres og tage ejerskab på termen, hvilket igen skulle afstedkomme en holdningsændring i forhold til deres egen betydning som forældre. Forummet har haft et årligt tema, som hvert år blev slået an af en musikvideo og fulgt op af bjerge af andet indhold henover året. Første år var grundindsigten: Hold den nederen. Andet års tema var: Nederen er kærlighed og handlede om en ny måde at italesætte problematikkerne over for børnene på. Tredje års tema var Filips Far - indsigten om at der i enhver forældregruppe er en skruebrækker, en forælder der ikke står fast. Ud over socialt indhold har kampagnen affødt undervisningsmaterialer til folkeskolen, musikudgivelser, PR i Danmarks største medier, brugergenererede videoer - og merchandise lige fra plakater og postkort til kartoffelskrællere og toiletbørster. Resultat Involveringer skal tælles i tocifrede millioner, eksponeringer i trecifrede, og Filips Far-sangen alene var den mest sete film på YouTube i Danmark i 2017. Alt sammen har været med til at skabe en gruppe med over 60.000 Nederen Forældre Ambassadørtilgangen har halveret kontaktprisen og fået cost of engagement ned under 8 kr. pr. forælder, som på baggrund kampagnen har taget en samtale med deres børn om brugen af cykelhjelm. Benchmark for den type handlinger er cirka 300 kr. Det er over 3800 % mere effektivt krone for krone end gennemsnittet af holdningskampagner. Samtidig, og vigtigst, har kampagnen skabt resultater på de danske skoleveje. Inden Nederen Forældre havde antallet af børn og unge med cykelhjelm ikke rykket sig i fem år. Efter Nederen Forældre er antallet af 10-16årige, der cykler med hjelm, steget ufattelige 41 % Det svarer til 90.000 flere børn med hjelm på hovedet. "Med kampagnen har vi introduceret et nyt begreb "nederen forældre" der hylder de forældre, der kræver, at deres børn skal køre med cykelhjelm. Formålet er at minde forældrene om, at man ikke altid kan være venner med sine børn og af og til må tage nogle kampe, der er nødvendige. Det kan for eksempel være at minde børnene om, at de skal køre med cykelhjelm, selv om det ikke er populært. Vi har skabt en stigende forældrebevægelse, der er stolte af og med glimt i øjet kan sige at de er "nederen". Kampagnen bygger på den bagvedliggende indsigt, at forældre har en stor indflydelse på deres teenageres adfærd i trafikken. Så når forældrene tager diskussionen og insisterer på, at børnene skal blive ved med at køre med cykelhjelm, så har det en effekt. Det får flere unge til at beholde hjelmen på i stedet for at hænge den på styret eller lade den ligge derhjemme. Siden kampagnen begyndte, er der markant flere børn, som nu cykler med hjelm." Lisbeth Sahl, Senior Kampagneprojektleder, Rådet for Sikker Trafik (English translation + Google translate) Background The task when the Nederen Parent was created was to get children and young people to ride a bicycle helmet, as this group for the first time ever saw a decline in the use of a helmet, while increasing the number of serious accidents. One of the main communication goals was to equip the parents for the negotiating situation when their child began to consider dropping the helmet. That is why we chose to address the children's parents primarily. Indeed, analyzes showed that parents did not believe in their own significance when it came to getting tweens to keep the bike helmet on. But at the same time, the analysis showed that parental attitude is the most significant factor at all. That's why we decided to instill some pride in the part of the parenting role that is about being the bottom! Solution Nederen Parenting was created as a community idea in which continuous content and dialogue with the parents should strengthen the group and the Nederen Parents initiative. The unifying idea was to make "The Lower Parent" a noble brand that parents can wear with pride. We would like to remind you that the parental act is also - and perhaps especially - the difficult thing. Being the sweet and understanding parent is the easy part. Being the bottom parents; it is the swearing test. That is why we need parents to associate something positive with being the bottom. One should be proud when making a difficult choice. And, specifically, you have to be proud when you insist that your children need a bicycle helmet. We want parents to get involved in the case and enter into a dialogue. That's why we created a community where "Lower Parents" could meet and share experiences and concerns as parents. They needed to be activated and take ownership of the term, which in turn would bring about a change of attitude in relation to their own importance as parents. The forum has had an annual theme, which was hit every year by a music video and followed by mountains of other content throughout the year. The first year was the basic insight: Keep it low. The second year's theme was: The Netherlands is love and was about a new way of expressing the problems to the children. Third year's theme was Philip's Father - the realization that in every parent group there is a screwdriver, a parent who is not stuck. In addition to social content, the campaign has provided educational materials for primary school, music releases, public relations in Denmark's largest media, user-generated videos - and merchandise ranging from posters and postcards to potato peelers and toilet brushes. Result Involvements have to be counted in double-digit millions, three-digit exposures, and the Philip Far song alone was the most-watched movie on YouTube in Denmark in 2017. All of them have helped to create a group of over 60,000 Lower Parents The ambassador approach has halved the contact price and reduced the cost of engagement to less than DKK 8 per share. a parent who, in the background of the campaign, has a conversation with their children about the use of a bicycle helmet. The benchmark for this type of action is approximately 300 kroner. It is over 3800% more efficient kroner for kroner than the average of attitude campaigns. At the same time, and most importantly, the campaign has produced results on the Danish school roads. Before the Netherlands parents, the number of children and young people with a bicycle helmet had not moved for five years. According to Nederen Parents, the number of 10-16-year-olds cycling with a helmet has increased by an incredible 41% That equates to 90,000 more children with a helmet on their heads. It gets more young people to keep the helmet on instead of hanging it on the handlebars or leaving it at home. Since the campaign began, there are significantly more children who now ride a helmet. " Lisbeth Sahl, Senior Campaign Project Manager, Council for Safe Traffic
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