Project Yellow is a proposed safety initiative for the Portland Bureau of Transportation. Although Portland is one of the safest cities in the US when it comes to roadway safety, the city still has noble ambitions for creating safer streets.
In order to make the campaign as successful as possible, the target audience for the campaign was the most statistically dangerous drivers on the road, 16-19 year old teenage men. Our main goal was to show them the statistics, and how they can avoid becoming one.
An identity system was established for the campaign, as well as a series of printed and digital support pieces. These featured a foldout brochure for handing out at high school and DMV offices, and large format graphics for shelters and buses. An app was featured as a way for users to see accident prone areas of the city, and share this information on social media.
