The campaign encompasses a wide range of messages for road users, from pedestrians to horse riders and drivers. This meant that overall campaign creative had tailored, segmented messaging and capacity for creative adaptation to help messages resonate further with target audiences.

The main aim of the campaign is to encourage motorists to look out for others on the road, but walkers and riders alike can help by making sure that they can be seen. The creative route for this was a range of refreshed graphics, animations and toolkits for stakeholders.

Due to Covid-19, the usual delivery of face-to-face education and training packages to priority audiences was unable to go ahead. Therefore, there was a need for easy-to-access content to be shared online via social media channels and inclusion in materials delivered remotely to schools.

The campaign developed from existing Be Bright Be Seen creative and visually demonstrated the power of safety clothing at night. Using clean lines, a modern typeface, dark backgrounds and neon colours we were able to make the creative glow and really stand out from both page and screen, whether still images or animation.

With primary school-aged children a key audience, The Bright Squad was also created; an ensemble of children that are protected at night by their powerful bright equipment. This allowed for safety messages to be delivered to young people in a more engaging way.

The Bright Squad not only appeared in animations and stills for a younger audience, but they also appeared in a fun toolkit for teachers to use, with resources such as a quiz and maze to help reinforce messaging.

Key stats:

• The animations were requested by 58 primary schools across South Yorkshire.


• Over 17,000 pupils were reached with the messaging.


• Creation of reusable assets to be used over the next few years, including developing the Bright Squad into further resources, providing good value for money.