To coincide with the First United Nations World Road Safety Week 2007 the UNWHO asked Fabrica (Benetton's Communication Research Centre) to conceive a global poster campaign to address the theme of young road users. The resulting campaign focuses on the main contributing factors to road traffic death and injury; drink-driving, visibility, seat-belts, helmets and speeding. The challenge was to create a unified campaign, about quite different problems, and have it understood by people from any part of the world regardless of their culture, age, ability to read or previous exposure to sophisticated graphic language.