The Distractors road safety awareness campaign, urban posters.

ROAD SAFETY AWARENESS CAMPAIGN

The Distractors

Road safety with a youthful twist.

Creative fields

Advertising & Design Strategy, Branding & Identity, Illustration, Motion Design

Awards

Runner's Up in the Re:Act initiative by Hard Edge.

The Issue

Among young drivers, distraction is one of the most common — yet most avoidable — causes of accidents on the road. Though audiences are generally aware of the dangers of distracted driving, more obscure distractions such as eating and daydreaming are less well-known.

The Aim

To design a holistic road safety campaign which targets drivers, cyclists, and pedestrians, and uses positive reinforcement to raise awareness around the various forms of distraction on the road and incite behavioural change.

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The Distractors road safety awareness campaign, poster series targetted at cyclists.

The Distractors are a team of five characters, each representing a common road distraction. Their annoying yet playful characteristics cheekily engage audiences, reminding them to remain focused on the road.

The campaign identity needed to embody the playful personalities of the characters, and the youthful illustration style.

The Distractors road safety awareness campaign, brand logo identity displayed black on turquoise.

With unique personalities, The Distractors were brought to life with animation, enhancing engagement with the characters themselves.

Together, The Distractors warn against road distraction in general, promoting a simple yet potentially life-saving message.

The Distractors road safety awareness campaign, advertisement on a construction billboard.
The Distractors road safety awareness campaign, advertisement on a banner.
The Distractors road safety awareness campaign, advertisement on an urban billboard.

Individually, the characters target specific road users in specific contexts, warning against a single form of distraction.

The Distractors road safety awareness campaign, poster series 1.
The Distractors road safety awareness campaign, poster series 2.
The Distractors road safety awareness campaign, poster series 3.
The Distractors road safety awareness campaign, poster series 4.
The Distractors road safety awareness campaign, Tex and Jazz on a suburban wall, targetting pedestrians.
The Distractors road safety awareness campaign, Daisy the Dreamer on a roadside vertical billboard.
The Distractors road safety awareness campaign, North West targetting drivers at a bus stop.

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