Drive Slower Drive Smarter Campaign – Part 1

Regional Municipality of Ottawa Carleton (RMOC) | RMOC (now the City of Ottawa) wanted to run a pedestrian safety campaign targeted to drivers. Although road safety is a shared responsibility, drivers are the ones who inflict the most damage in collisions. Smith developed the program tagline “Drive Slower Drive Smarter” for use on transit boards and in radio spots. Shown here is the series developed for placement on the backs of buses (facing drivers). The design involved a single colour change for the different headlines (the bottom strip was common to all boards), making it very cost effective to screen print. The following year, Smith developed a print ad series as a follow-up to this campaign.


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