Think! a road safety company run by GOV department of Transport wanted to encourage 17 - 24 years old (target audience) not to Drug Drive. Think! knows the target audience is capable of taking drugs and being able to drive a vehicle. Think! is not condoning drug usage but if an individual participates in the act, they shouldn’t drive. Drug Driving causes many dangers and risk to other road users and the people involved.
The campaign tag-line I devised was ‘Separate The Two’. The tag-line communicates the idea of keeping drugs and driving separate; also if you are able to partake in both just to select one.
Tyre + Ecstasy
Steering Wheel + Weed
Gear Stick + Cocaine
To associate the tag-line to the design, I did experiment: ideas to show separation, the composition of all elements, layout of text and the use of white space. The overall design could not have clutter or the message could be confused.
The posters visual impact provokes the targeted audience to carefully consider drug driving. To make a smart decision and keep the roads safe.
