FIA Foundation Design & Branding UN DECADE OF ACTION by The Partners

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Kingdom
Agency The Partners
Creative Director Nick Eagleton
Designer John Molsworth
Released May 2011

Credits & Description

Category: Charities & Not For Profit
Product/Service: CHARITY
Creative Director: Nick Eagleton (The Partners)
Designer: John Molsworth (The Partners)
Media placement: Logo - Various - May 2011

Describe the brief from the client
The roads are the biggest killer of young people in the world, claiming 1.5m lives every year. The UN decided that enough is enough and launched the Decade of Action for Road Safety, whose goal is to save 5m lives by 2020. To raise awareness, the campaign needed a symbol to get behind.

Describe the challenges and key objectives
We rejected the idea of creating another awareness logo. There are too many t-shirts and stickers out there already, and it’s becoming difficult to achieve any impact.

Describe how you arrived at the final design
Instead of creating a logo, we found the answer in the problem itself: the road. We took the language of road signs and created metal tags in bright hazard yellow. The tags themselves were made from car metal: a case of the problem providing the solution and a symbol of solidarity to be worn to show the strength of the campaign.

Give some indication of how successful the outcome was in the market
The Tag was launched globally in 2011 at 400 separate events in 100 countries, from Times Square to the Sydney Harbour Bridge. Even Christ the Redeemer in Rio was bathed in yellow light to announce the arrival of the Tag as the new symbol of road safety.

Hundreds of thousands of tags have been produced and distributed so far. It has currently been translated into 40 languages and has been worn by everyone from school children and campaigners to sports personalities and political leaders, giving the campaign priceless media coverage.

Awareness will hopefully save many many lives, but even if it saves just one, like Violet, the world will be a safer place.