Emilia-Romagna Region – Observatory for Road Safety Education

• Multi-subject and multi-channel communication campaign
• On-site events organisation

The culture of safety

The Observatory for Road Safety Education of the Emilia-Romagna Region entrusted us with the task of designing and implementing a communication campaign. The objective: to emphasise the main risk factors that can cause accidents, both when driving vehicles or other means, including scooters, and when experiencing the road as pedestrians or cyclists. And to invite the utmost care and prudence, key elements in the dissemination of a real collective road safety culture.

Pensaci un attimo

The message we choose for the campaign is ‘Think about it for a moment. On the road, you can lose everything in an instant’. Even the slightest distraction is enough – is the sense – to cause very serious consequences, putting one’s own life and the lives of others at risk. The message is conveyed with a highly attentional visual installation. Cars, lorries, scooters, and even pedestrians or cyclists, who in an instant, due to risk and inattention factors always central to the graphic composition, pass, or are about to do so, from a state of normality to one of irreversible criticality.

A natively multi-subject campaign

The claim of the campaign always remains the same, but with specific messages, the focus shifts from time to time to the various risk factors: from distraction at the wheel, caused in particular by the increasingly frequent use of smartphones, to alcohol or drug consumption, to improper scooter driving, to the lack of attention of pedestrians and cyclists. Within an impactful and coherent framework, but at the same time natively modular, for each theme we always find the most functional and appropriate expressive keys.

A multichannel approach

The materials produced, in addition to out-of-home posters, postcards and below-the-line tools, also include a video spot, which renders one of the key contents of the campaign in an animated key, and two audio spots, dedicated to the distraction caused by smartphones and the irresponsible use of scooters. A thematic site brings all these elements together, acting as a landing page for the entire campaign, which is also being conveyed on social media, to further increase its dissemination

Over 65: experience, but also caution

The campaign includes specific initiatives aimed at seniors, who are urged never to let their guard down behind the wheel, even after years of experience, taking care above all to preserve their psychophysical condition. For this line of activity, we produce a vademecum containing recommendations and information on multiple topics. And in addition, we assist the Observatory’s contact persons at a series of meetings aimed at the over-65s.

Events: the campaign takes to the streets

Support for the organisation of events does not end with initiatives aimed at seniors. From Piacenza to Romagna, we are at the Observatory’s side in various thematic appointments, as part of events and reviews, to raise awareness among citizens on the importance of embracing a culture of safety awareness and conviction. It is a further opportunity to enrich the campaign, which takes to the streets, with its many messages and materials, to invite people to live the road with the utmost care and responsibility.