Brief The Royal Borough of Kensington and Chelsea wanted to address the unacceptable level of casualties amongst vulnerable road users by initiating a campaign that encouraged considerate behaviour amongst all road users. The campaign needed to reflect and exploit the respectful and civilised character of the borough, encouraging those who are ‘vulnerable’ to be more careful and those who are driving to ‘look out for’ those vulnerable road users they share the road with.

Solution Beam launched the bold Roadhug’ campaign with dramatic projections onto Trellick Tower, encouraging the public to ‘treat other road users as if they were family or friends’ by challenging perceptions and highlighting the most vulnerable road users. The striking campaign featured above the line print media, large-scale projection sites, targeted flyers, a 90-sec film and website, as well as an integrated social marketing campaign.

website http://www.roadhug.org/