Be aware, take care

Government of Yukon – Highways and Public Works

In a campaign about education and awareness of airbags, seatbelts and child carseats, how do you quickly and succinctly demonstrate both the correct and incorrect scenarios of a particular situation or set of choices? There was really only one solution for this Highways and Public Works campaign: photography that shows the correct scenario paired with illustrated annotations that demonstrate the incorrect scenario.

Once again we had an opportunity to partner with GBP Creative on this project, and worked with them to identify the nature of each photo—and figure out how we would work with those images later to show the risks, dangers or advisories that we needed to get across.

In all, the project consisted of 25 different messages—which represented 25 separate images that needed to be captured, then paired with illustrations and annotations.

Two sample illustration/photo combinations from the campaign. Discussed in the caption that follows!

Two of the photo/illustration combinations from the campaign. On the left, the dangers of not wearing your seatbelt. On the right, how leaning against the window could cause a curtain airbag to inflate around you and fail to protect you in an accident.

Two black and white newspaper ads, one in English and one in French, accompanied by two colour graphics.

Two of the campaign print ads, accompanied by two of the campaign social graphics.

Deliverables were posters, newspaper ads, social media graphics, Google ads, and images for use on the Government of Yukon website. We also delivered six of the image/message pairs for use as large-format perforated vinyl window installs on the Motor Vehicles office in Whitehorse.

This photo is, quite honestly, not a very good photo. But it does show the side of the Motor Vehicles building in Whitehorse. We see nine windows, all of which are fully covered in vinyl prints. Of those five feature illustrations and messaging we made for the 'Your speed and road conditions matter' campaign, while the other four feature photo/illustration combinations from this campaign. It's cool seeing our work across all of these windows.

Some of the 'Be aware, take care' window vinyl installations on the Motor Vehicles office in Whitehorse, joined by 'Your speed and road conditions matter' campaign—also by Design Station.