Scrapbook Entry 14: Runter vom Gas!

Runter vom Gas!

The picture that I have chosen is actually a huge freeway (autobahn) poster that can be seen on all freeways throughout Germany since the beginning of 2007. It depicts a photograph, showing a laughing couple that is holding their two young kids in front of them. The photograph is produced in black and white. Next to it, on the right side, one can see a dagger and above it a writing that says, “Gabi, Frank, Mia und Max T. Wollten schnell nach Hause. Runter vom Gas!”. Translated into English it would mean, “Gabi, Frank, Mia and Max T. They wanted to get home fast. Don’t go too fast!”. The manner used to present the posters is purposely the same way announcements of death are pictured in German newspapers.

The series of freeway posters was initially launched on the initiative of the German Ministry of Transport in 2007 in order to make especially younger generations aware of the dangers one has to face when driving too fastin general. According to the Ministry of Transportation, its campaign was primarily intended for younger drivers who haven’t got enough experience in driving and controlling their vehicle. It furthermore states that every fifth person who is injured or even killed in an car accident belongs to the age-group of 18- until 24. In Germany alone over 1.000 people are involved in car accidents each day; and over 6.600 peole die each year because of their consequences. In other words, 30 new driver die each week in Germany.

The message that the posters tries to convey is to remind not merely new driver but also anybody who is in charge of his or her own life but also of the lives of others. The way the poster is presented is supposed to shock people and make them aware what could happen to them an their families. As mentioned before, approximately 5.000 people die each year of German freeways – that means approximately 5.000 burials, bitter tears, lonely children, wifes, husbands, and families each year. The grief that is behind these figures is immeasurable.

In most cases, the remaining familiy members wish that their beloved person should have slowed down earlier. In the same way, they also feel impotent fury because their beloved ones might have been killed by the inconsiderateness of others. Furthermore, one should not forget those people who are confronted with these deadly car accidents on a daily basis, such as rescue workers, ambulance men, police officers, and pastors. In my eyes, this campaign has been the first one in Germany that has actually succeeded in making people conscious of the real dangers and risks they take when driving too fast. It is the poster’s subtle way to pass on this crucial message to the audience that impresses me the most.

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