Allen Forbes

Traditional safety messaging wasn’t landing. Even with bold signage, drivers continued to engage in risky behavior — especially during the pandemic, when attention was fractured and urgency was high. The Community Against Preventable injuries, one of Canada’s leading public safety organizations, needed a message that would make people rethink their everyday decisions.

Solution

We created Yellow Lines, a behavioral change campaign rooted in a powerful insight: The most important safety cues aren’t painted on roads — they exist in our minds. By reframing yellow lines as internal boundaries — not just visible markers — we invited people to recognize that caution isn’t imposed by rules, but shaped by personal responsibility.

Strategically, the campaign also activated a core brand asset: Preventable’s longstanding yellow graphic line — previously just a design element — became a mental cue. It was a subtle but powerful brand reinforcement, turning the visual language of risk into an internalized behavior.

Campaign

This was a fully integrated awareness campaign developed for Preventable.ca, spanning TV, digital, out-of-home (OOH), and social media. Public service announcements aired on GlobalTV and featured trusted local figures like Squire Barnes and Kristi Gordon — building trust, relatability, and regional credibility. The message was calm and reflective, encouraging self-awareness without fear-based tactics.

Impact

• 2023 International Safety Media Awards – Gold (Ultra Short Video: Bike Helmet & Distracted Driving)

• Increased brand awareness and web engagement for Preventable.ca

• Sparked province-wide conversation around shared responsibility

• Broad reach across television, digital video, and outdoor placements

Cut down :15 ads focussed on personal responsibility.

Creative Direction/Copywriting: Allen Forbes, Creative Direction/Art Direction: Graeme Jack, Production: Wallop Films, Director: Scooter Corkle