Reducing collisions / Royal Borough of Kensington and Chelsea
The level of casualties amongst vulnerable road users (VRU) in the Royal Borough of Kensington and Chelsea had reached an unacceptable level, and so our client approached us to help them initiate a campaign that would encourage road users to be more considerate.
To capture people’s attention, we created a campaign around the idea of encouraging the public to ‘treat other road users as if they were family or friends’ to highlight the most vulnerable road users and promote respectful behavior on the road. Beam launched the ‘Roadhug’ campaign with dramatic large-scale projections onto Trellick Tower, and brought it to life across print advertising, film, website, and an integrated social marketing campaign.
Effectiveness Recent figures for motorcyle and scooter casualties and serious road accidents in RBKC show a reduction of almost 50% since the campaign began in 2009