Project
National awareness campaign

Objective
The objective was to encourage 7-15 year olds to wear bicycle helmets when cycling on the road and provide them with a comprehensive guide to cycle safety.

Solution
Following focus group research and analysis, we created the ‘CycleSense’ identity. This was developed into an innovative comprehensive information system, consisting of a six-point code. Each element of the code was made more accessible through the use of icons.

We developed the CycleSense website, targeted at young cyclists. Working to strict guidelines, the site featured an innovative ‘control panel’ providing a fun and engaging interface for the target audience. The CycleSense identity was promoted through a number of advertising channels, including an eye-catching poster campaign that used x-ray images to convey the risk of injuries without alienating the pro-cycling campaign.