BikeWalkKC
Campaign Development
Copywriting
Design
Taking the statistics personally
The numbers speak for themselves—KC streets are increasingly dangerous for drivers, cyclists, and pedestrians. The causes are many and include distracted and speeding drivers, lack of sidewalks, and too few safe crossings. Thanks to funding from the Missouri Department of Transportation (MoDOT), BikeWalkKC (BWKC) teamed up with MBB and Parris Communications to create a powerful campaign that reminds all road users that we need to look out for one another.
Looking out for Kansas City
The campaign needed to reflect two visions: BWKC was looking for a localized message that was emotional and hard-hitting, while MoDOT wanted to promote positive community norms and encourage voluntary compliance. To achieve both while also creating a campaign true to Kansas City, we had to tap into what makes our city unique—community strength, pride and resiliency. To educate drivers and promote safer driving practices in a personalized way, we asked Kansas Citians to do something they already do every day—look out for each other.
The optimistic color palette, engaging illustrations and bold typography helped achieve both BWKC and MoDOT’s visions. The visuals were attention-grabbing yet approachable, playful yet serious. We intentionally created a diverse range of pedestrians and cyclists to reflect the broad spectrum of people affected by these statistics. The assertive typography echoed the strength of the data being shared. In layout, the type’s size and spacing are variable, interacting with the illustrations—symbolically aligning with the campaign’s call for drivers to make way for pedestrians and cyclists.
Making the predictable preventable
With 68% of fatal and serious crashes happening on 13% of Kansas City’s roads, we focused our campaign efforts on the city’s highest crash areas. Through the use of billboards, sidewalk decals, social media, a dedicated landing page and a strong PR plan through a partnership with Parris Communications, we brought our campaign to life.
