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 more specifically at motorized two-wheelers in the borough that retained the visual style and respectful nature of the previous campaign.
We created the campaign ‘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
