Frankfurt Motor Show: Russian public awareness campaign, ‘Car Seats for Children’, wins top award

12 September 2013

At the International Automotive Film and Multimedia Festival, AutoVision, ‘Car Seats for Children’, the Russian public awareness campaign promoting safety for children travelling in cars, organised by the General Department of Road Traffic Safety, the Russian Association of Motor Insurers (RAMI) and NGO Road Safety Russia, received an award. A key component of the campaign, the TV advert, ‘Car seats for children’, won the gold ‘Otto Car’ award in the Road Safety and Accident Prevention category. The award ceremony took place on 11 September at the Frankfurt Motor Show in Germany.

This is the first time in the 20 years of the AutoVision festival’s existence that a TV advert from Russia has won an award, which further underlines the importance of the ‘Car Seats for Children’ campaign and its relevance for all countries concerned about road safety.

Road Safety Russia President, Natalia Agre, thanked the festival organisers for the award and said that such high-level recognition was an important acknowledgement of this national road safety campaign. “We are very proud of our ‘Car Seats for Children’ campaign because it really works and recognition at such a high level serves once again to highlight this fact”, she said. “Obviously, winning gold at an international festival is not due to the efforts of Road Safety Russia alone. It is also down to the tremendous work done by the General Department of Road Traffic Safety of the Russian Ministry of Internal Affairs and the Russian Association of Motor Insurers.”

Pavel Bunin, President of RAMI, said that ensuring the safety and comfort of all road users involves not just refining the work of insurers and improving the quality of the work of engineering centres, it is also essential that all road users are better educated to improve attitudes and behaviour on the roads: “Over the last few years, RAMI has been running public awareness campaigns on road safety topics in partnership with the General Department of Road Traffic Safety and Road Safety Russia. The result of these campaigns has been very positive and has led to further large-scale projects. Shaping the attitudes and behaviour of road users is one of the most important elements of RAMI’s work and we are delighted that our achievements in this area have been recognised today with an international award. It demonstrates that in this field too we are working at the highest level and are setting global standards.”

The positive results of the campaign are also borne out by the statistics. “From the beginning of 2013 to August we have seen a significant reduction in the number of child fatalities on the roads – down by 12% compared with the same period last year”, said Chief of the Interior Ministry’s Road Safety Main Directorate, Viktor Nilov. “Nevertheless, in the last seven months there were 541 road traffic accidents involving children travelling in cars without child restraints. Thirty-two children died in these accidents and 599 sustained injuries of varying severity. This means that our work must continue – we shall not rest on our laurels.”

As mentioned by the organisers of the AutoVision festival, Road Safety Russia was the only contestant and winner from Russia this year. The TV advert, ‘The Prompts’, has already won a number of awards, such as best European TV road safety broadcast at the Global Road Safety Film Festival. In addition, the ‘Car Seats for Children’ campaign was awarded public awareness campaign of the year 2013 in Russia, received a national Golden Teddy (an award for goods and services for children) and has won other prizes at festivals and competitions, including the 25 Kadr festival of public awareness broadcasting, the Kiev International Advertising Festival, White Square and Red Apple.



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