Your speed and road conditions matter.

Government of Yukon – Highways and Public Works

When presented with the challenge of creating a campaign with 12 messages about speeding, it’s time to break out an illustrated style to best cover the range of scenarios and information you need to get across.

To create an interesting visual motif and unify the campaign, we decided to contain all of the illustrations within circles. This tied in nicely to the messages that would show a speedometer, as well as the stopwatch diagram that illustrates that it takes 1.5 seconds for us to see, process, and react to something.

Five of the campaign illustrations! The first features an unusually large rabbit and a vehicle driving fast along a road, aiming to remind everyone that the faster they're going, the long it takes them to slow down and stop. The second is a winter scene, this time showing a side view of two cars and a reminder to leave room to stop safely. The third is stopwatch style, showing that it takes 1.5 seconds to see something, process it, and then act. The fourth is a point-of-view of a driver where we can see 'our' angry eyes in the rear-view mirror and an angry face insignia on the car wheel as we are presumably stuck behind someone who is not driving in a way that's making us happy. The last illustration shows a large truck driving across a road with three vehicles headed towards it. One is green at 30 kilometres per hour as they have time to stop. The second is amber at 50 kilometres an hour, who may just be able to stop in time. The last is going at 80 kilometres an hour and has hit the back of the truck because it just did not have time to react. Idiots.

The campaign deliverables included posters, social media graphics, newspaper ads, Google ads, and some of the messages set up for window vinyl placement on the Motor Vehicles office.

An arrangement of four of the campaign messages and illustrations. The first is a point-of-view illustration of a driver where you can see that they are driving below the speed limit during snowy conditions. The second is also a winter scene, this time showing a side view of two cars and a reminder to leave room to stop safely. The third features an unusually large rabbit and a vehicle driving fast along a road, aiming to remind everyone that the faster they're going, the long it takes them to slow down and stop. Last is a side view diagram divided into three, with 30 on a blue day, 45 in amber and looking more warning like, and 80 in red with broken glass. The message here is that a pedestrian has a 90% chance of surviving being hit by a car going 30, but no chance of survival if hit by a car going 80.

Two of the posters, as well as a newspaper ad and one of the social media placements.