“Stay Aware. Stay Safe.”

 

The strategy was to create situational awareness so that people know what to should they encounter a dangerous situation. Consumers need to know what to look for, be present and embrace their inner Safety Yoda.

 

To be effective with all our audiences, we determined that our advertising needed to be both in-language, simple, clear and concise.  So we created a simple, straightforward total Market campaign that capitalized on universal safety imagery with simple stick figure by using caution color of simple yellow and black only.

 

The creative campaign included ads for TV, OOH, radio, print and digital, as well as a website translated in five languages of English, Chinese, Korean, Vietnamese and Spanish.