RSA : The Ribbon

This campaign’s aim was to draw attention to the shocking proportion of road deaths that are caused by lack of seatbelt wearing, in a serene and respectful way. To do this we used the iconography of cancer and AIDS awareness ribbons as shorthand for the seriousness of the problem while using the seatbelt material for an instant ‘get’. The copy urges us to ‘Never Forget’. Either those who have lost their lives or to wear a seatbelt.

The ribbon was rendered in 3D.

client company:
Road Safety Authority, Ireland

BBDO Dublin, Ireland

Client Management:
David Power

Creative Team:
Robert Boyle
Shane O’Brien

Illustrator: Collective of Creative Artists, Portugal

Digital editor:
Eoghan Reidy

Digital producer:
Georgia Stevenson

Up Next:

RSA : Let's save lives together