Beam developed the ‘Helmet On Radar On’ campaign around the idea that riders naturally have a ‘sixth-sense’ - radar-like - when riding in cities, and to ride safely they must keep it ‘switched-on’ at all times. We developed a series of punchy graphics and icons that illustrated the three most common causes of accidents to the motorized two-wheel group, and directed, cast and edited this short-film to bring the idea to life using elaborate post-production techniques to highlight the ‘radar’ effect. The campaign also incorporated posters, animated web-banners and bus-backs.
RESULT In a six month period after the three month campaign ran, figures for motorcycle and scooter casualties and serious road accidents in RBKC showed a reduction of over 40%.