Making sure both drivers and cyclists are looking out for each other
Vanessa x Deakin
The Brief: The Transport Accident Commission’s (TAC) youth-arm “Vanessa” focusses on educating young people about Road Safety topics such as distracted driving, drink and drug driving, tired driving and more. The TAC approached TOFU to create a youth focussed digital campaign to help educate their audience on Cyclist Safety. The brief was two-pronged as the campaign needed to speak to both the young cyclists and young drivers.
Client: Vanessa
Category: Creative Campaign
Tags: creative, campaign, art, video, photography
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The Challenge: The TAC wanted to create a campaign that was
able to efficiently communicate the various ways
both cyclists and drivers could be safe on the
road and essentially look out for each other. With
campaign development taking place during the
COVID-19 pandemic, we were challenged to
create a campaign that didn’t rely on video or
photography.
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The Idea: With the campaign needing to speak to both Cyclists and Drivers (and in
some collateral, even Pedestrians), we needed an overarching creative
platform that could speak to everyone. “Be Street Smart” was the perfect
way for us to be able to explain the various messages to all audiences no
matter what way they traveled. All creative, copy and illustrations were
developed in-house at TOFU.