Utah Highway Safety Office

Debunking the Myths of Driver and Pedestrian Safety

Challenge: overcoming obstacles

Challenge

Pedestrian deaths in Utah are a serious concern. But instead of laying the blame at the feet of either drivers or pedestrians, the client wanted to dispel myths on both sides in hopes that everyone would become more educated and ultimately save lives.
Yellow centaur crossing road sign
Image
Solution: people working together

Solution

Through a campaign that spoke to both drivers and pedestrians, we used mythological creatures and parodied an Injury Lawyer to bring attention to actual myths on our roadways. Our unique creature animations and humorous radio spots invited both sides to understand the existing myths.
Pedestrian Myths Driver’s Side campaign poster inside a phone

85%

Mobile
Engagement

97%

Market Reach
Via Bus Shelter
and Transit

Bigfoot PedestrianMyths.utah.gov bus shelter advertisement
Pedestrian Myths campaign showing mythological creatures inside a transit vehicleRed Pedestrian Myths mermaid advertisement inside a transit vehicle

18.98

Million
Out-of-Home
Impressions