| Story | In India, pedestrians are the most vulnerable road users due to a variety of reasons – beginning with lack of basic infrastructure like sidewalks, and encroachments on sidewalks – forcing pedestrians onto the road. Then there is a general lack of safety consciousness, coupled with a ‘devil-may-care’ attitude by pedestrians and other road users. All of this results in a staggering 20,000 pedestrian fatalities every year – and a large percentage is in crowded cities. Larsen & Toubro (L&T) is a sustainability conscious engineering and conglomerate and one of India’s most respected organisation with an employee base exceeding 140,000 people across the globe. As a part of the Government of India’s Road Safety Week, focusing on ‘Road Safety, Saving Lives’ L&T ran an internal, multi-media campaign across its manufacturing complexes and offices in India. These posters, a part of the campaign, bring home the fact that pedestrians are vulnerable and everyone is responsible for their safety – including the pedestrians themselves. The corporate colors of the Company are also ‘Yellow and Black’ and have been used to enhance visual impact in ambient media. Given the fact that this has to appeal to a shop-floor worker and a senior executive, a simple graphic style was used – depicting the target audience for each poster through their ‘eyes’ – which play a key role in avoiding the accident. Every poster simply asks the person (pedestrian/ rider/ driver) to WATCH IT – be alert and also watch their road behavior on the streets! This has been supplemented with targeted emails with Do’s & Don’ts for each of the target audiences. The campaign is a part of a larger safety-consciousness drive across the organisation – and has been highly appreciated across the board. Print advertisement created by Tag Vinnatti, India for Larsen & Toubro, within the category: Public Interest, NGO. |
