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Award: Wood Pencil

Wood Pencil / Outdoor Advertising / Poster Advertising Campaigns / 2010

One teenager is killed or seriously injured on London roads every day. This road safety campaign aimed at 11 to 14-year-olds is based on the insight that the most important thing for teenagers is their friends. While every teen thinks they are invincible, they can imagine a friend being in a road accident and how they would feel if they were responsible or could have done something to prevent it. The posters show teens who appear to be leaning against a wall, but a second glance reveals they are lying dead on the road after an accident. The call to action is ‘Think! Look out for your mates’.

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