What was it like working with the client?
Working on this brief with Re:Act was an incredible experience. I am very grateful for their guidance and clear feedback throughout the whole project. They not only made me realise how important it is to talk about road safety but also challenged me to think about my own biases, as well the part I have to play as both a designer and a road user.
Can you talk us through the meaning of your campaign and how your research and development resulted in the final piece?
Looking and analysing different road safety campaigns both from Re:act and other organisations really helped me find the direction for my campaign. I grouped my key research findings into three categories which later became the characteristics of my brand. These aims were: Positivity, Empathy and Shared Responsibility.
The idea for the concept came from a personal memory. When I was learning how to drive back in Hungary my driving teacher was a retired police man who was very passionate about road safety. Instead of VRUs he always used the word ‘molluscs’ to highlight their fragility and softness of their bodies. The campaign draws attention to the fact that not everyone has the same ‘shell’ or protection on the road, and that we are all fragile regardless of how we choose to travel.