With more young people between the ages of 17 and 21 being involved in road traffic accidents, road safety has become a key campaign for driving awareness in the city. In light of this, Zulu was asked by the Birmingham Road Safety Partnership to design and produce an advert, which targeted this demographic. The key to the campaign was to raise awareness of the inherent dangers associated with crossing the road while not paying due care and attention, due to being preoccupied on the phone or listening to your ipod.
The advert uses a key location in the city centre, known for its accidents, to deliver more gravitas to the campaign and give a key element of realism. The posters were located on the many bus shelters and poster sites in the busy pedestrian areas of Birmingham and its suburbs.