It is estimated that in France there are about 450.OO0 Badenes and highlights on the roads, but more than 80% do not comply with current regulations and are dangerous, according to a study of the Driver Defense League. The situation responds, in part, to the shortage of municipalities resources, which cannot deal with their repairs and renovations. To ensure safety in rural areas, Citroën has launched a renewal program with which it lends themselves to replace these speed reducers under a novel campaign of outdoor advertising.
By the hand of the creative agency Betc Paristhe brand has chosen to sponsor the Badenes. As the brand explains in the video of the initiative, the cost of repairing one of these elements is similar to installing an advertising fence, which gave them the opportunity to transform their external advertising into a Road safety initiative.
“Citroën Bumpboards” It was launched last February with the installation in ISSOIRE of two Badenes that incorporate the brand logo, A QR code And the phrase “The mobility of tomorrow begins here”
It is a long -distance project, a program that aims to boost security in small towns in the country. The brand has established the December 31 of this year as a deadline for the registration of interested municipalities, and details the requirements they have to meet to do so. Among them, to have a population of 15,000 inhabitants or less, have the approval of all the relevant authorities and have an expected or already carried out tender for the intervention.
Citroën establishes will contribute to the financing of a Badén by municipality, which must be installed exclusively in a single sense, according to current regulations. On the other hand, the brand warns that it has a limited budget and that reserves the right to accept or deny applications based on technical and viability criteria.
After the approval, the highlights are installed by a service provider certified by the cerema standards, which guarantee the most appropriate dimensions, visibility and signage for road safety. From the French environment Lagus, It is stated that Each Badén costs 10,000 eurosweighs two tons and consists of two separate slabs so that bicycles and motorcycles can pass without getting into them.
“In 1919, our founder, André Citroën, already believed that car brands should improve road safety in their countries“, Apostille Federico Goyret, Marketing Director of Citroën France, at the initiative spot.”So, instead of putting another announcement next to the road, we decided to put it just above it“
With “Citroën Bumpboards”, the French brand integrates its advertising strategy with its Commitment to Road Safetyand reinforces its connection with the urban and rural communities of France, where it enjoys a good level of valuation. More than three quarters of the population have a positive image of Citroën, according to Betc Paris.
“Each new legal speed reducer not only makes the roads safer, but also promotes Citroën’s commitment to improve the trips of all drivers“concludes Thierry Koskas, general director of Citroën.
More info: “Citroën Bumpboards”
