| Title | SAFELY BACKPACKS |
| Brand | AUSTRALIAN ROAD SAFETY FOUNDATION |
| Product / Service | SCHOOL ZONE SAFETY |
| Category | E02. Small Scale Special Solutions |
| Entrant | Y&R Brisbane, AUSTRALIA |
| Idea Creation | Y&R Brisbane, AUSTRALIA |
| Production | Y&R Brisbane, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Andrew Thompson | Y&R Brisbane | Executive Creative Director |
| Miguel Gadea | Y&R Brisbane | Art Director/Designer |
| Lloyd Budd | Y&R Brisbane | Designer |
| Michelle Short | Y&R Brisbane | Production Director |
| Sarah Ferrier | Y&R Brisbane | Broadcast and Content Producer |
| Fiona Caird | GPY&R Brisbane | Group Communications Director |
| Antonia Vann | Y&R Brisbane | Account Director |
Every year, over 200 pedestrians die on Australian streets. Tragically, many of these are young children. To remind drivers of the importance of slowing down around schools, the Australian Road Safety Foundation asked us to find a way to change driver behaviour. They wanted a realtime reminder that jolted drivers into action whenever kids were nearby. And rather than just a short-term ad campaign, they wanted something that could drive the message home regularly. We created SafelyBackpacks, a school backpack that featured the speed limit required around schools. Whenever kids were on their way to and from school, the Safely Backpacks provided a powerful reminder to slow down.