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scan-the-street-campaign-2017With the number of motor vehicle crashes involving pedestrians and cyclists on the rise, MassDOT is launching a campaign to promote pedestrian and bicycle safety. The goals of the campaign are to encourage Massachusetts residents to “be aware” of others on the road and, ultimately, change people’s behaviors.

To achieve these goals, the campaign needed a tagline that was quick and memorable – and it needed to speak to drivers, pedestrians, and cyclists. MassDOT partnered with Boston-based branding agency, HATCH, in addition to EOPSS, Department of Public Health, MassBike and WalkBoston, to create the line “Scan the Street for Wheels and Feet.”

To graphically tell the story of the “Scan the Street” campaign, the designs use iconography to mirror the icons used on street signs. The designs also highlight the campaign’s three primary audiences (drivers, pedestrians, and cyclists), and use a graphic arrow to capture the action behind “scanning the street.”

To further promote the idea of building awareness of others on the road, the designs use an orange color, which is sometimes equated with caution. They also include impactful statistics on situations where pedestrians and cyclists are most vulnerable, like in crosswalks and intersections.

The campaign’s video component takes advantage of animation, rather than video footage. This allowed us to choreograph dangerous situations and scenes with people walking or bicycling – without actually having to put anyone in harm’s way.

As for sharing our message of safety with the entire state, the campaign will appear on Pandora, digital banners, video, social media, billboards, and local transit.

We are all excited and hopeful at the impact we are going to make on reducing motor vehicle crashes involving pedestrians and cyclists. We all play an important role in keeping our roads safe, please do your part and “Scan the Street for Wheels and Feet.”

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