ERICA NARDELLO

Client: the Mayor's Office of Transportation and Utilities
Campaign: It's Road Safety Not Rocket Science
Agency: LevLane
Role: Social Media Supervisor
Live: March 2015

In 2013, there were more than 1,800 pedestrian-driver crashes in the City of Philadelphia – one every five hours or almost five per day. To reverse this trend, we partnered with the Mayor’s Office of Transportation and Utilities on a pedestrian and driver safety campaign, centered around the rallying cry “It’s Road Safety Not Rocket Science.” The campaign was designed to engage pedestrians and drivers who are accidentally (or purposely) disobeying the rules of the road, making it more dangerous for themselves and others. We focused our social media strategy on the major platforms on which Philadelphians are spending their time, whether they’re on the go or in a chair.

We shared compelling content on Facebook, Twitter, and Instagram throughout the campaign through tongue-in-cheek copy, cartoon imagery, and video of Philadelphians traveling throughout the city in "safety suits" to keep themselves safe. In fact, the video was named "Best Viral Video" in the Art Directors Club of Philadelphia's 2016 Louix Awards! By creating content that was fun and entertaining, and by understanding the social landscape, we were able to take a subject as “boring” as pedestrian safety to get attention from local, national, and international media, including Philadelphia Magazine, ABC News and the UK’s Daily Mail.