Designer/Art Direction
Goal: Reduce pedestrian traffic accidents on the College Ave campus through the use of vinyl signs adhering to the theory of defamiliarization in public spaces.
Tools: Illustrator
Client: Rutgers Off-Campus Living and Community Partnerships
Team: Rutgers Student Affairs Marketing
The Prompt
Rutgers–New Brunswick is a large campus with up to 8,000 new students admitted each year. Many students are not used to traveling in such a densely populated area. Last year we saw a spike in the number of students involved in traffic accidents.
The Solution
Rather than starting a digital campaign, we decided to raise awareness in the physical space. We identified the most problematic areas on campus to install vinyl signs on the sidewalk.
It wasn’t enough for students to see the traffic tips that they already knew. They know to look both ways before crossing. We took a more ridiculous approach to our safety tips. Students began to share the signs on their own social media. Igniting a conversations on campus about real
The Response
The signs did attract the attention of the student population which was a feat in and of itself. A student break dancing group made a response video that was frequently shared on social media.
