Indian road safety | Campaign

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Problem Statement

Today in the environment of urbanisation, 16 people die on Indian roads every hour.

Road safety is one of modern India’s most pressing issues. Everyone is aware of the consequences of violating rules and regulations. And yet everyone is rushing; no one has time to respect the co-existence of other commuters, pedestrians or even animals. This lack of empathy and primarily this behavioural issue leads to road rage, and because of this everyone suffers.

Insights

“It is not the lack of awareness, its the gap between awareness and action which needs to be filled”

Instead of communicating the known consequences like "Wear helmet", "Do not drink and drive"

Current problems or issues should be stated in a creative manner to bring about a change in mindsets of the people.

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Design Brief

“Designing a communication campaign that works to encourage the general public to be helpful and mindful about others and various traffic, road or commuting related situations.”

Solution

People commute to various places from point to point, for example home, office, cafes, restaurants etc.

As a communication solution, a series of 12 coasters are designed by considering humour to provoke a thought about various traffic/ road or commuting related situations; making the message more effective. Songs have a great impact on minds and are easy to remember. Making the message more relatable to the stakeholders, famous and relevant Bollywood songs are used as a copy, combined with illustrations to register the visuals in mind with each song.

| Process

ideas and sketches