Switching on road safety / Royal Borough of Kensington and Chelsea
After the success of the ‘Roadhug’ campaign, Beam was commissioned to produce a second campaign aimed at motorized two-wheelers in the borough that retained the visual style and respectful nature of the previous campaign.
We created ‘Helmet On Radar On’ around the idea that riders naturally have a ‘sixth-sense’ - like a radar - on the road, and to ride safely they must keep it ‘switched-on’ at all times. We developed a series of punchy graphics and icons that illustrated the three most common causes of accidents to the motorized two-wheel group, and directed, cast and edited a short-film to bring the idea to life using elaborate post-production techniques to highlight the ‘radar’ effect. The campaign also incorporated posters, animated web-banners and bus-backs.
Effectiveness Recent figures for motorcyle and scooter casualties and serious road accidents in RBKC show a reduction of almost 50% since the campaign began in 2009
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