The roads are the biggest killer of young people in the world, claiming 1.5m lives every year. The UN decided that enough is enough and launched the Decade of Action for Road Safety, whose goal is to save 5m lives by 2020. To raise awareness, the campaign needed a symbol to get behind.

Instead of creating a logo, we found the answer in the problem itself: the road. We took the language of road signs and created metal tags in bright hazard yellow. The tags themselves were made from car metal: a case of the problem providing the solution and a symbol of solidarity to be worn to show the strength of the campaign.

The Tag was launched globally in 2011 at 400 separate events in 100 countries, from Times Square to the Sydney Harbour Bridge. Even Christ the Redeemer in Rio was bathed in yellow light to announce the arrival of the Tag as the new symbol of road safety.

Hundreds of thousands of tags have been produced and distributed so far. It has currently been translated into 40 languages and has been worn by everyone from school children and campaigners to sports personalities and political leaders, giving the campaign priceless media coverage.

Awareness will hopefully save many many lives, but even if it saves just one, like Violet, the world will be a safer place.