The Ministry of Infrastructure and Digital Affairs of Saxony-Anhalt, the ADAC Lower Saxony/Saxony-Anhalt and the Saxony-Anhalt Bicycle Friendly Communities Working Group (AGFK) were looking for a new type of road safety campaign in the out-of-home media (OOH) sector. The aim was to reach people in their everyday lives without resorting to traditional warning communication or shock images.
With #aufjepasst, the +Pluswerk Magdeburg site developed an integrated campaign that combines creative, AI-based imagery with clear messages. Supplemented by a TYPO3-based landing page, a digital hub was created for information, campaign motifs and further content relating to attention in road traffic. This ensures that the campaign messages are remembered for longer.
A selection of the motifs
Implementation and highlights
The campaign deliberately relies on unusual imagery instead of classic traffic communication. Animals and absurd situations attract attention, briefly irritate and anchor the message in the memory. Familiar idioms further reinforce the recognition value.
Pluswerk Magdeburg used modern AI image generators to develop the motifs. This made it possible to visualize ideas quickly, develop variants efficiently and ensure a consistent visual language across all channels - from billboards to social media.
Social media and landing page
Social media is one of the campaign's most important communication channels. the AI motifs created were prepared as animated video formats and played out in particular via Instagram, organically via the channels of the ministry and ADAC Niedersachsen/Sachsen-Anhalt as well as through paid ads.
in addition to creation, +Pluswerk Magdeburg was also responsible for campaign planning, management and tracking in social media. In addition to social media, posters, spaces on public transport and digital measures outside of social networks have also been used since April 2026. The integrated playout ensures that the message remains permanently present in people's everyday lives.
In addition, the TYPO3-based landing page www.aufjepasst.de was created as a central point of contact for the campaign. Motifs, information and backgrounds are presented there in a bundled form. The platform was implemented responsively and enables easy expansion with new content and campaign waves.
Use cases
AI-powered campaign production
+Pluswerk Magdeburg used modern AI image generators to develop the campaign motifs. This allowed creative ideas to be visualized much faster and variants to be developed flexibly. The new workflows shortened the coordination processes and significantly accelerated the entire production phase without compromising on quality.
A consistent visual language was crucial, especially for a nationwide campaign with many formats. With the help of AI-supported processes, a visual line was created that worked equally well on posters, social media and digital platforms and sustainably strengthened the campaign's recognition value.
Integrated campaign using TYPO3
In addition to the creative concept, +Pluswerk Magdeburg also developed the TYPO3-based campaign website. Via the website, users can centrally access motifs, information and further content on the topics of road safety and road safety awareness.
The platform was implemented responsively and designed in such a way that new campaign waves and content can be added flexibly. In combination with social media, out-of-home spaces and partner networks, an integrated communication solution with high visibility was created throughout the entire state of Saxony-Anhalt.
Conclusion
The #aufjepasst campaign shows how modern transport communication can work: It is creative, integrated and close to people's everyday lives. Strong visual ideas, the use of digital platforms and a clear strategy have resulted in a campaign with a high level of attention and social relevance.
The project combines creative conception, AI-supported production and TYPO3 expertise to create an integrated communication solution. The rapid implementation and nationwide rollout make #aufjepasst a role model for modern public sector campaigns with a lasting impact.
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