SOCIAL CAMPAIGN
Our Challenge: Create safer share spaces on the road for Cyclists to encourage more cyclists to use the roads. Create awareness in the community that these are people not things.
Our Insight: 1. Drivers - don’t see cyclists as people, but a ‘thing’ in their way. 2. Drivers - have a behavior of staying from 1m to 2m away from a Cyclists if they relate to it being a person.
Our Solution: Talk to both driver and cyclist at the same time. Humanise cyclists & remove the anonymity Creating a share experience for all that uses an inherent human behavioral instinct to protect human life... - See The Person, Not Just The Bike!
The Idea: See The Person, Not Just The Bike - We changed the behaviors of how motorists see Individual cyclists "I'M BEN, I’M A BUTCHER & FATHER OF THREE" through technology that makes the bike and the persons story as one.
Channels: Live, Experiential, Social Media, PR, TV, Web Viral/Content, Mobile, Community Based