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Politie Zuid Holland Zuid - Veilig Verkeer? Ik doe mee!

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  • Veilig Verkeer? Ik doe mee!
    (Acting safer in traffic? I'm in!) A project for the Dutch Police Force
  • In December 2011 i have started working for myself fulltime.
    I was very lucky to be approached by the Dutch Police in an effort to help them out in setting up a new campaign. This was a dream design job for a starting designer :D

    The case stated that we needed to take a different approach to motivating the public to act safer in traffic. So instead of giving people fines for speeding the police wanted to do a more "positive" approach.
    For this approach we communicated a positive message celebrating the good behaviour and trusting people in traffic instead of pushing on what people are doing wrong and how much a fine is going to cost 'em. The campaign was initially meant to run in about 20 locations but after 3 weeks it spread out over the entire province of Zuid Holland. It has been received very well by the public.

  • At the start of the project i made about 30 different characters with a positive message/approach.
    Out of these 30 characters there was one winning proposal. 
  • Next to a good illustration a fitting font is needed to communicate a clear and compelling message.
    Placement and use of color are essential, that's why we got in contact with Bert Pol from Tabula Rasa, who is an advisor in campaign psychology for the Dutch Police.
  •  The campaign had a few means of communication, among which a special traffic sign that will be placed among several (different) routes in the region that are the least safe of them all.

  • Flyer
  • Flyer markup
  • Flyer markup
  • Sticker
  • Revealing the traffic sign on the first route.
  • Logo's printed on cake during the press conference.
  • The campaign made it to the national television on the day of the launch.
  • ...And the frontpage of the national newspaper!
  • Stickers in action, lots of exciting people that liked the campaign.
  • Thanks for watching!

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