Road Safety Story
STEVE – a quirky, lively and poignant animation aims to give the viewers a different perspective on road safety by focusing on the hidden danger on the roads. Deaths due to road crash injuries is the number one killer of youth between 15 and 29 years old. More than 1.5 million people die from road related injury each year, the number one killer of our generation.
Our challenge with this project was creating a road safety story that had not been heard before, universal enough for an international audience. The idea grew from an angry driver to the life of a modern tribesman, trying to navigate and survive the urban jungle he’d created. He discovers that roads are inescapable, they are everywhere. In this video we follow him on his journey. We are hoping to roll-out multi-lingual versions in the future.