Take the Friendly Road

Take the Friendly Road is Santa Monica's unique spin on a Vision Zero campaign—a multi-national road safety initiative with the goal of eliminating traffic fatalities and severe injuries. The ongoing campaign includes traffic studies, billboards, light banners, bus signs, and—on my side—social copy, website copy, and ghostwritten blogs (mentioned with permission) detailing the city's goals and strategy, while encouraging safer traffic practices on the part of the audience.

Tone-wise, Santa Monica is looking to convey the gravity of the campaign through facts and statistics, while still maintaining optimism, approachability, and friendliness.