Road Respect: The Van
For a recent Road Respect campaign, Independent Events asked me to design a van wrap which would help to spread awareness of the dangers of texting whilst driving.
This post is going to share a little bit of the process and thinking behind the final concept.
The message of this particular campaign was simple: don’t text and drive. In order to portray this in all its simplicity, it was decided that the campaign would focus on strong visuals and minimal (yet impactful) text. This culminated in a series of photographs of various drivers, each distracted by their phone whilst driving, with a text conversation imposed over the top of the image.
The texts themselves consisted of a combination of words and emojis, with a focus on simplicity, in order to communicate the message in the most effective and relatable way possible.
The use of emojis and the short, almost meaningless messages in the text boxes helped to juxtapose the seriousness of texting whilst driving with the triviality of the conversations themselves. One message, which was used on the back doors of the van, was asking someone if they fancy pizza. This is obviously something that can wait until after you’ve safely pulled the car over to the side of the road. And the idea was to make the public ask themselves if it’s really worth risking injury and even death over something so relatively meaningless.
The reply text in each example was the message “. . .the end” followed by three emojis to represent the emotions felt by the family and friends of the driver. This also had a double meaning, signifying both the end of the conversation and the end of the driver’s life.
The overall aesthetic, which is simple, straightforward, and minimalistic, was specifically designed to invoke the realisation that it doesn’t take much to cause an accident.
All-in-all, the van is a great tool for creating awareness for the campaign. It is bold, eye-catching, and simple enough to get its message across without trying to be too clever or too authoritative. This straightforward and attention-grabbing approach works especially well considering that the van is used at racing events, car rallies, and shopping centres—all places where there are lots of different things competing for peoples’ attention.