Global & nonprofit
· Campaign · 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
World Bank Group
My role
Creative direction
Creative direction
Years
2019
2019
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.
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.
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
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
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.
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 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
Good to know
Road crashes kill about 300,000 people a year in Africa.
04
What I did
What I did
I oversaw ARSO’s new campaign identity and 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 oversaw ARSO’s new campaign identity and 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
Program
Program
African Road Safety Observatory (ARSO) · Africa Transport Policy Program (SSATP)
