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The Challenge: “Your task is to identify a design strategy to attract & engage the public in consulting the Highway Code regularly� Graphic design will not solve the problems that the highway code faces* * At least not alone.

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How is the Highway Code currently perceived?

Dry

Old fashioned

Disposable

Burden

Obstacle

Confusing

Overwhelming

The law

How should it be perceived?

Entertaining

Companion

Life Guard

Useful

Organised

Trustworthy

Engaging

Informative

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Our strategy: -To find or create opportunities to engage with road users -Embed it into our social fibre Our proposal: -long term -partnerships -mutual benefits

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+

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+

Partners

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+ Social Media

Our conclusion: -Stronger brand -Lasting impact -Safer roads for all!

6 Laura Robinson & Patrick Wright

NIDA Highway Code pitch  

Strategy for repositioning the Highway Code in the UK

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