World Health Organisation - Save LIVES Campaign

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WHO Save LIVES for Road Safety

Every year WHO launches a new road safety initiative – for 2017 a road safety technical package has been developed to support decision-makers and practitioners in their efforts towards reducing road traffic deaths and injuries. Save LIVES: a road safety technical package is an evidence-based inventory of priority interventions with a focus on Speed management, Leadership, Infrastructure design and improvement, Vehicle safety standards, Enforcement of traffic laws and post-crash Survival.

Our understanding was that Save LIVES and its six component parts, should be conceived as a campaign attracting first and foremost the main target audiences but also reaching influencers whose opinions can “bounce back” to stimulate action on road safety by governments.

One hallmark of a powerful campaign is a quickly identifiable logo or icon that can be used to create a sense of identity and speak to its unique selling point. Our perspective was that the existing Save LIVES campaign needed a strong and adaptable logotype that could not only brand its attendant acronym, but also possess the ability to expand into a diverse set of complimentary materials that will effectively “activate” the brand.

The Save LIVES logotype was simply resolved in a strong primary “safety-inspired” yellow and black and was contained in a rectangular “sign” shape that could be overlaid with illustrated graphics or alongside other “road-safety” inspired elements to fit in with the associated “storytelling”.

Each “topic” had its own “logotype”, with yellow type and black illustrated elements that overlaid the type featuring strong visual messaging allied to the component parts of the campaign and work equally well in static and animated applications.

These were developed into a highly engaging set of videos, with strong visual links back to the original brand and animations that demonstrated each of the six components of the technical package as well as clearly explaining the 22 “interventions”.

Campaign Elements

So that the campaign could operate effectively it was essential to:

  • Develop a strong primary logo that aligned itself with the existing acronym and was able to be developed into a "complete" set of branded items;
  • Secondary icons that referenced the primary logo but also developed the messaging and themes of the six main components;
  • Develop a highly visual style that could sit alongside the component descriptors;
  • Strong graphic and interactive requirements that reference the primary brand but also effectively demonstrate the aims of the brand in a highly visual and interactive way;
  • Simple graphic styles enabling assimilation into interactive “social” as well as static “print” environments.

The campaign consisted of the following elements:

  • Primary and secondary logotypes
  • Six fact sheets
  • Posters and web banners
  • Animated GIFs and social media visuals
  • Seven campaign videos