In Thailand, road accidents are the majority cause of death and most of it caused by speeding. Despite the fact that many organisations tried to raise awareness about this issue, the situation seems not to get better. Our key task here is to communicate that speeding is dangerous and could kill you in a simple and engaging way.

When it comes to speed, the first thing that comes to mind is the visual of the speed line. To show that speeding could kill you, we’ve combined the visual of speed with the visual of sharp objects such as knife, blade and sword. In this way, it could simply and uniquely communicate the message directly to the target audience who love speeding

The strategy of this campaign is to find a new way to target directly to drivers who love speeding in a way that they can relate to in their daily life. Most people associated speeding with a visual of speed line or speed light. It is the essence of speeding. Thus, we have used what they can relate to most and turn it into a device that creates cautious for them when speeding.

In terms of execution, we’ve used a series of posters that visualised the idea of ‘speed kills’ and amplify it to different places that engage with people who drive (eg. car park, automotive magazine and roadside area). The design of each poster resembles the shape of speed that people familiar with but twist it by combining with the visual of sharp objects. Furthermore, the letterpress printing process has been used to add a more unique style and adding production value to the work.

After launched, the campaign gained attention dramatically. People who see the campaign instantly understand the message and it triggers them to lower their speed significantly. From the brand perspective, it was by far one of the most impactful campaigns about road safety awareness that the Thai Health Promotion Foundation ever had.