ART-film about road safety: results of the fashion-initiative #безсекундижиття

ROUSSIN presents an ART-film about road safety and pedestrian responsibility. The film captures the details of the #безсекундижиття FASHION-initiative, which the brand has launched to reduce the risk of accidents involving pedestrians by 6.5 times.

Within the framework of the SAFE FASHION project – #безсекундижиття, which is implemented with the support of the Ukrainian Cultural Foundation, the brand team has created 3000 designer backpacks with reflective elements for children of primary school age in the city of Smila. This decision is a response to the need to protect the younger generation from risks on the roads at night. Indeed, in this case, the visibility of a pedestrian in reflective clothing increases to 130 meters instead of the usual 17.

Pupils received free reflective backpacks during the Traffic Safety Week in 15 schools of the city, including the Art Specialized Boarding School and the Special Boarding School for the Development of Children with Special Needs.

“The format of the Traffic Safety Week changed three times. At first, we planned to organize one large-scale event in the assembly hall in each school. However, Covid-19 made its own adjustments – the school administration allowed mini-lectures to be held only in each separate class. But this is 112 classes of elementary school. And we were ready for this. But before the planned trip, Smila entered the orange and then the red quarantine zone. Schools began to refuse events. We turned to the City Education Department, and jointly came to a single option: we transferred the responsibility to hold thematic lectures to teachers! ”

Each class received a box from the brand, consisting of the declared number of reflective backpacks, an appeal from designer Sofia Rusinovich, and a cartoon lecture on traffic rules and the importance of reflective elements.

Ukrainian opinion leaders have also joined the #безсекундижиття initiative, dispelling the stereotype about reflective clothing in their social networks and noted that road safety is not only a responsibility of vehicle drivers, but also of pedestrians. Among them: singers ALYONA ALYONA, Yulia Sanina (THE HARDKISS group), YUKO group, Anton Savlepov (Agon group), OLEYNIK, MamaRika, Tamerlan and Alena Omargalieva, TVORCHI, TV presenters Solomiya Vitvitskaya, Vyacheslav Solomka, designer Vladimir Demchinsky, top-models Dmitry Sukach and Elena Feofanova, actors Valeria Khodos, Konstantin Voitenko, Maxim Samchuk, Bogdan Yusypchuk and others.