Global & nonprofit
· Campaign · Editorial · Multilingual
World Bank: #Roads4Life
From
From: A road safety data mandate
From: A road safety data mandate
From: A road safety data mandate
From: A road safety data mandate
To
Data Saves Lives, in three languages
Client
World Bank Group · SSATP Africa Transport Policy Program
World Bank Group · SSATP Africa Transport Policy Program
My role
Creative direction, SSATP publications (2018) and #Roads4Life (2019)
Creative direction, SSATP publications (2018) and #Roads4Life (2019)
Years
2018–2020
2018–2020
Fig. 01
A poster from the campaign.
01
The gap
The gap
Road crashes kill more people in Africa than malaria. The African Road Safety Observatory (ARSO) was created to change that with better data. But data doesn’t save anyone until people understand it, trust it and act on it, in a ministerial briefing or on a transport office wall. I worked on this problem twice, first inside the publications and then across the campaign.
Road crashes kill more people in Africa than malaria. The African Road Safety Observatory (ARSO) was created to change that with better data. But data doesn’t save anyone until people understand it, trust it and act on it, in a ministerial briefing or on a transport office wall. I worked on this problem twice, first inside the publications and then across the campaign.
On one side
ARSO, backed by the World Bank and SSATP, asking countries to collect and share data
On one side
ARSO, backed by the World Bank and SSATP, asking countries to collect and share data
On the other
Ministers, local organizations and citizens across 54 countries, in three languages
On the other
Ministers, local organizations and citizens across 54 countries, in three languages
02
The translation
The translation
The idea that crossed
Data Saves Lives.
The idea that crossed
Data Saves Lives.
What we made
A new campaign identity for ARSO
Social media graphics
Infographics and data visualizations
Presentation decks
Print posters and banners
Messaging guidelines for partners
A modular editorial system for SSATP publications
The SSATP Annual Report and a run of country and thematic studies
The reports came first. SSATP publishes dense policy research for ministers, researchers and funding partners, and it publishes a lot of it, across countries and topics. I directed a modular editorial system for that body of work: one typographic hierarchy built for long reading, grids that stretch or compress with the length of the document, and set layouts for charts, tables and infographics, all inside SSATP and World Bank standards. Each report keeps its own subject and still reads as part of one shelf.
Most road safety campaigns lead with crash photos and death tolls, and people tune them out. This one made collecting data feel hopeful and doable. Every asset was designed in English, French and Portuguese from the start, and the toolkit was modular, so country partners could adapt it on their own.
What we made
A new campaign identity for ARSO
Social media graphics
Infographics and data visualizations
Presentation decks
Print posters and banners
Messaging guidelines for partners
A modular editorial system for SSATP publications
The SSATP Annual Report and a run of country and thematic studies
The reports came first. SSATP publishes dense policy research for ministers, researchers and funding partners, and it publishes a lot of it, across countries and topics. I directed a modular editorial system for that body of work: one typographic hierarchy built for long reading, grids that stretch or compress with the length of the document, and set layouts for charts, tables and infographics, all inside SSATP and World Bank standards. Each report keeps its own subject and still reads as part of one shelf.
Most road safety campaigns lead with crash photos and death tolls, and people tune them out. This one made collecting data feel hopeful and doable. Every asset was designed in English, French and Portuguese from the start, and the toolkit was modular, so country partners could adapt it on their own.
Fig. 02
Campaign graphic built on a single figure.
Fig. 02
Campaign graphic built on a single figure.
Fig. 03
The campaign banner in French.
Fig. 03
The campaign banner in French.
Fig. 04
A social post in English.
Fig. 04
A social post in English.
Fig. 05
A social post in French.
Fig. 05
A social post in French.
Fig. 06
The country studies, in English and French.
Fig. 06
The country studies, in English and French.
Fig. 07
The reports as they were printed.
Fig. 07
The reports as they were printed.
03
What happened
What happened
A unified visual identity for the African Road Safety Observatory
A campaign toolkit in English, French and Portuguese
“Data Saves Lives” adopted as the messaging framework across ARSO communications
Materials deployed by country-level partners across Africa
A modular editorial system carrying the SSATP annual report and its country studies
Publications that hold together as one body of work across countries and topics
A unified visual identity for the African Road Safety Observatory
A campaign toolkit in English, French and Portuguese
“Data Saves Lives” adopted as the messaging framework across ARSO communications
Materials deployed by country-level partners across Africa
A modular editorial system carrying the SSATP annual report and its country studies
Publications that hold together as one body of work across countries and topics
Good to know
Road crashes kill about 300,000 people a year in Africa. The country studies in the series cover Benin, Burkina Faso, Guinea, Kenya, Mali, Senegal and Togo, in English and French.
04
What I did
What I did
I came to this program twice, both times as creative director. In 2018 it was SSATP’s publications: the annual report and a run of country and thematic studies, where the work was making dense policy research readable for ministers, researchers and funding partners. In 2019, in the middle of that run, it was #Roads4Life, ARSO’s campaign identity, and I guided the team so every design and message held up across languages and regions. It was the biggest scale I’d worked at: 54 countries and three languages.
I came to this program twice, both times as creative director. In 2018 it was SSATP’s publications: the annual report and a run of country and thematic studies, where the work was making dense policy research readable for ministers, researchers and funding partners. In 2019, in the middle of that run, it was #Roads4Life, ARSO’s campaign identity, and I guided the team so every design and message held up across languages and regions. It was the biggest scale I’d worked at: 54 countries and three languages.
05
Made with
Made with
Client
Client
World Bank Group · SSATP Africa Transport Policy Program
Studio
Studio
Creative Cycle
Program
Program
African Road Safety Observatory (ARSO) · Africa Transport Policy Program (SSATP)
