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Vision Zero
San Francisco, CA

lcp, working in conjunction with MIG (Urban Planning) and Barbary Coast Consulting (Public Relations) completed a city-wide outreach and culture-change campaign focused around pedestrian safety in San Francisco. The messaging and visuals are designed to raise awareness for both drivers and pedestrians at crosswalks to get both parties to pause and be more aware of what is happening at these sensitive locations. lcp created several visual strategies for the overall campaign which were tested through public focus groups to arrive at two main campaign messages that were implemented. The first focuses on the idea of “Heartbreak” where we highlighted San Francisco residents that have been killed at specific intersections and a second that focuses on the emotional tagline of “Kill with Kindness, Not With Collisions.” These visuals were developed into a series of ads, posters, handouts, web pages and event collateral on display throughout the city.