On provocative posters, parents with cracked egg-shaped heads and a child not having its seatbelt on were shown. They conveyed the message "Super parents. They put their child’s life at risk." Crash-test craft kits were sent to first forms of all elementary schools in Styria. The children learnt through play why it’s important to wear seatbelts.

The kits were also available free of charge in the egg-shelves of SPAR and distributed in front of supermarkets. Flyers focusing on road safety were sent to every household in Styria.

A raffle directed the target group to www.superei.at that offered further information.

The campaign resulted in a clear increase in awareness of the topic of road safety and fastening the children’s seatbelts in the car. The teaching staff were enabled to integrate the topic of road safety into the curriculum through play. The parents also gave a positive feedback.The campaign reached 100% of the 6-year-old children in Styria.The number of children injured in their parents’ car in accidents in Styria was reduced by 41% during the months following the campaign. During the same period of time, the number of children injured throughout Austria was reduced by only 1%.