Motormännen asked us to help out with the campaign “Plåstra om Sverige”, where local knowledge of traffic conditions was used to point out dangerous locations. The results from the campaign will play an active part in creating a safer traffic environment.
Motormännen is Sweden’s largest association for car owners, and is actively dealing with issues such as traffic safety, car economics, infrastructure and environment.
In 2009 they approached us with the idea that local knowledge of traffic conditions could be used to increase safety. We created the campaign “Plåstra om Sverige” where we built a microsite with a playful approach, encouraging people to interact and share information. A short stop-motion video containing usage instructions was created and the main site was built around a map of central Stockholm.
Invitation codes were sent out to residents of the targeted areas, each invitation containing three virtual plasters that could be added to the map, indicating a dangerous place in the traffic.
Representatives from Motormännen presented the result to politicians from the Technical Board in Danderyd and City Planning in Täby. The study was welcomed by the two municipalities, which will use it in their continuing efforts to create a safer local traffic environment.
