Cannes Lions

CAMPAIGN FOR PEDESTRIAN SAFETY

SHANGHAI MEDIA GROUP, Shanghai / SHANGHAI MEDIA GROUP / 2008

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Description

The current transport status in Mainland China is not too optimistic. The death toll resulting from jaywalking represents more than 60% of traffic-related accidents. Jaywalking has become one of the bad habits of many Chinese people.In order to improve the citizens’ understanding of this problem, SMG Advertising Operation Center, from an angle of public service, used a vivid personification. Through a dialogue with a sense of humour to call for civilized and polite behaviour, and reminds citizens in a unique way to beware of traffic, and not jaywalk.

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