Understanding the AXA 2023 Back-to-School Campaign
In 2023, as students across Switzerland prepared for another school year, AXA unveiled a groundbreaking campaign aimed at raising awareness about the dangers children face on the roads. Titled “Grösser als gedacht – den Schulweg wie ein Kind erleben” (Bigger than expected – experiencing the school commute like a child), this campaign takes a unique perspective by encouraging adults to view the road through the eyes of a child.
Max the Dachs: A Decade-Long Advocate for Road Safety
For over 12 years, Max the Dachs (badger) has played a pivotal role in road safety, assisting children in safely navigating their way to school. Max educates them on correct road behavior and the importance of vigilance. However, it’s important to recognize that children aren’t the only ones on the road. To prevent numerous potential dangers, all road users must show consideration for one another. It’s only by working together that we can ensure a safe journey to school.
Seeing the Road Through a Child’s Eyes
Children perceive the world differently from adults. They are less attentive and easily distracted, making them vulnerable in road traffic. Their small stature also hampers their ability to assess potentially perilous situations and estimate speeds accurately. This campaign’s primary objective is to enable adults to empathize with children’s perspectives. Only when adults start viewing the road through the eyes of a child do they realize how much bigger everything appears. Max the Dachs, being approximately the size of a child, serves as an ideal educational tool, albeit this time for adults.
The AXA 2023 Back-to-School Campaign is a powerful reminder of the critical role adults play in ensuring the safety of children on the road. By shifting our perspective and understanding the unique challenges children face, we can become more responsible and cautious road users. Max the Dachs, with his decade-long commitment to road safety, continues to be a symbol of AXA’s dedication to protecting children on their journey to school. This campaign encourages us all to work together to create a safer environment for our young learners.