People are Fragile

The brief

The City of Vancouver is renowned for its innovative programs in the areas of sustainability, accessibility and inclusivity. Hot Tomali engaged with the City of Vancouver to develop a campaign focused on reducing the number of road traffic accidents in Vancouver. A campaign was developed focusing on pedestrians, cyclists and motorists through out of home media, gureilla marketing and website.

The campaign was to specifically raise awareness of the following user behaviours:

• Pedestrians jaywalking
• Cyclists running stop signs/lights
• Drivers failing to stop for pedestrians at intersections (marked and unmarked)

Solution

The City of Vancouver is renowned for its innovative programs in the areas of sustainability, accessibility and inclusivity. Hot Tomali engaged with the City of Vancouver to develop a campaign focused on reducing the number of road traffic accidents in Vancouver. A campaign was developed focusing on pedestrians, cyclists and motorists through out of home media, guerilla marketing and a website.

The goal of the Road User Safety Awareness Program was to reduce the number of accidents by touching on one or more of these elements:

• Increasing awareness of the top three inconsiderate, risk-inducing road user behaviours.
• Highlighting the potential consequences of not practicing safer road user behaviour/following the rules.
• Increasing safe user behaviour by encouraging everyone to show consideration and follow the rules.

Results

The innovative campaign with its application and messaging generated lots of regional media interest, which spread across the newswire, blog platforms and social media sites such as Flickr and Twitter. We've also had interests in the campaign as far away as Germany.

www.practiceroadsafety.ca