A glue of fashion

In the company of an 18-year-old student of Mgimatia Anastasia Morozova, everyone walks with flickers-light-outing figures, badges, key rings and pendants that make a person visible on the road in the dark. Before the safety of pedestrians, Nastya “does not care”: she herself acts in this role infrequently - she has her own car. “But this is a good example, let people see that it is not a shame to wear such little things,” she says. “Maybe it will be saved by someone. And then, this is wildly cool! Do you know how they glow at disco?! "

Flikerinia reached Russia: in June, the “Light” campaign began throughout the country. For the first time, the organizers of the distribution of fluorers are focused not only on children (for several years the traffic police has been distributing cataphs in schools and kindergartens), but also to adolescents and middle -aged people. Flikers began to be released not only in the form of dogs and cats, luminous made fashionable youth symbols (for example, the “pacific” sign), for girls-on the refined club jewelry-“viscous”. We finally understood: safety should be made fashionable. Only in this case people will think about her.

In the Russian Foundation of the World, which suits the action, we are sure that “making flickers with a stylish lotion” is a main task that faces them. That is why flickers will be distributed for the first time not only in schools and kindergartens, but also on the streets, in shopping centers, restaurants, cinemas and institutes. According to Olga Nikolaeva, one of the project coordinators, in the summer they will arrange thematic youth parties in clubs, where special fashionable blogger bracelets will be given, and in the fall, the release of a new collection of youth clothing should begin, on which cataphs will initially show off. “Of course, children are our main client, if only because they still do not know how to behave correctly on the road,” says Nikolaeva. “But if the older brothers and sisters will not wear flickers, then they will not want to.”

The fact that a socialist can and should be done stylish, have thought for a long time and not with us: one of the first such actions was spent several years ago by the American bike lover Lance Armstrong, a six -time winner of the Tour de France races. Together with the company, Nikearmstrong organized the sale of yellow silicone bracelets, and transferred the proceeds to the Fund for Combating Cancer. Since then, the West has not removed bracelets, only occasionally changing the color: red - a car with AIDS, black - street crime, green - environmental protection, etc. Only in the states they sell up to 20 million of these bracelets a year, in Europe - 15 million.

“The first bracelets were put on stars, politicians and athletes,” says Catherine Windi from the New York PR agency SPTM, which was developing such shares. It was with flicker. People need a vivid example! Who doesn’t want the same bauble as Angelina Jolie, or a strip, like Arnold Schwarzenegger?! ” According to her, the main thing in such initiatives is a good advertising campaign. “At first, the flickers put on only the most mods,” she says. “Then those who want to be like them were slowly pulled up.” Now all America fits them absolutely automatically - on backpacks, bags, jackets, pants, on the neck, on the wrists. ”

According to Norwegian researchers from the National Institute of Road Safety (in this country, the action began back in 2002), the flicker reduces the risk on the road by 75–80% simply because the driver notices a pedestrian moving along the road much earlier; If the car rides with near light, the distance at which the driver notices a person increases from 25-30 to 130-140 m, and with distant - 400 m.

“Of course, let them wear! It will be easier to knock them down! —The driver with 30 years of experience is playing. “And seriously, this is great, especially when you are going out of town.” Such an action must be made constant! "

The “litter” campaign will end in Russia only when the Duma accepts the law on the mandatory use of flirters on the road. In the UK, Estonia, France, Norway and even Belarus, where such shares were held, such laws have already been adopted. Now Russian deputies are already preparing the appropriate bill, and in the organizing committee “litter” invent how to popularize the idea. For example, to attract businessmen: let the emblems of their companies in the form of flukers - a fashionable one, and the advertisement is inexpensive.