Share the Road, Oath.
This campaign is a solution to promote a shared responsibility among vulnerable road users and drivers aged 18-25 years. After extensive research, a trending mentality of ‘the road is mine’ was found. This campaign aims to turn this pride and arrogance into an oath that gives the target audience the opportunity to take responsibility of their own behaviour. It's a call to action for people to make safe decisions on the road because they want to—not just because they have to.
This brief was given by Re:act Inspire Change, a national project hosted by the creative agency Hard Edge.
