Driving Change for safer streets
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.
While the statistics of Kansas Citians injured or killed in crashes every year is staggering, the individuals’ stories drive impact. A young boy playing in the front yard. A woman going home after her sister’s birthday. A man biking to watch opening day. These weren’t accidents. They were lives destroyed.
CHANGING BEHAVIOR TO SAVE LIVES
More awareness, less lives lost. It’s as simple as that. When Kansas Citians look out for one another—on the road, on their bikes, on foot—everyone gets where they are going safer. We hope our call to action becomes a culture shift in KC.
By the numbers
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15
Out of home placements
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54
Sidewalk decal placements
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1,470,858
Social Impressions
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26,645
Visits to campaign site and BikeWalkKC.org
THE PUBLIC RESPONSE AND MEDIA EXPOSURE FOR THIS CAMPAIGN HAS FAR EXCEEDED OUR EXPECTATIONS. WHEN WE SHARED THE RESULTS WITH MODOT, THEY WERE BLOWN AWAY BY THE CAMPAIGN’S SUCCESS. WE TRULY COULD NOT HAVE DONE IT WITHOUT MBB’S PROFESSIONAL SUPPORT, NOT TO MENTION YOUR PERSONAL INVESTMENT IN WANTING TO KEEP KC FOLKS SAFE. I HOPE WE HAVE THE OPPORTUNITY TO WORK TOGETHER ON SIMILAR PROJECTS IN THE FUTURE. THANK YOU!
