Cyclist image via ell brown, Flickr

Designing Awareness

Transport for London launched a very interesting road safety campaign in 2008. The campaign is focused on safety for cyclists and consists of a number of “Awareness Test” videos, all imbued with the tagline “It’s easy to miss something you’re not looking for”.

A very interesting idea and a novel way to encourage people to pay more attention on the road without simply preaching road safety and showing the same horrific images of the gruesome realities of traffic accidents.

This campaign actually involves the viewer and allows drivers to reach the message of the safety campaign without the shock factor.

Do the test yourself.

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