Better Safe Than Sorry (Road Safety)
Sri Lanka’s ever increasing road traffic show an alarming trend. The rate of fatal accidents and people dying on the roads due to careless driving display rising figures. Daily, it is a struggle to get from point A to point B, especially when driving to work it is unpleasant to start the day with an irritant such as a traffic block. Statistics show an upward trend in road accidents in the 2014-2016 period with chaotic and selfish drivers being careless and reckless on the roads. Sri Lankans are known to be laid back, always in a good mood and having a slow pace of life but when they are behind the driving wheel it looks like they try to make up for the lost time!
Target Audience: Undisciplined drivers who need to learn the skill of driving safely and with others in mind. In analyzing the problem, I realized that our mindset is shaped from our childhood, what and how we played and how we behaved.
The solution: To approach the audience with two campaigns, to raise awareness on safe and friendly driving. One is an expressive campaign, which is designed to deliver the instant message and quick reminders. The other is an illustrative campaign, which is designed with humorous illustrations with Sri Lankans speaking English in their own way.
Deliverables: The brand identity, logo, mobile application, website, activation and a social media page which is common to both campaigns. Campaigns include posters, brochures, flyers and stickers to complete the deliverables. Inspired by Saul Bass’s typography and graphics, custom created logo. The poster series play a major role in delivering the message to Sri Lankans, the target audience who take things far too easy especially behind the steering wheel.
1. Expressive Campaign
2. Illustrative Campaign
Activation and Media
Printed material for both campaigns
THANK YOU!
