The region of Waterloo has been prioritizing bike travel over the last decade, creating protected bike lanes and other initiatives to get a gold rating for being a Bike Friendly Community by the Share the Road Cycling Coalition. With this added bike traffic comes added accidents, around 100 collisions between bikes and cars are reported each year, and the amount of unreported crashes likely exceeds that figure. I set out to create a campaign to encourage safer riding and reduce collisions.
The vast majority of cyclists I noticed were commuters, people who rode to go to work or get groceries. To reach them where they were, I utilized OOH spaces to grab their attention while they were riding. High contrast billboards to cut through the noise and tips painted on roads were the focus of this campaign, keeping the Region of Waterloo’s messages in the places where commuters would be looking on their journeys.
