Stop. For me.

Government of Yukon – Highways and Public Works

In the Yukon, school zone speed limits are only in effect during the school year, making it crucial to remind drivers to slow down when schools are re-opening in the fall and after the Christmas break. In addition, some impatient drivers have passed stopped school buses, even when the buses’ lights are flashing and the stop sign is extended, putting children at serious risk.

This campaign was created to address both of these issues with a fresh approach. Instead of repeating standard reminders or simply showing school zone signage, we worked with GBP Creative to produce bespoke photography paired with striking messages: “Stop. For me.” and “Slow down. For me.”

Two of the campaign images. On the left is a poster featuring the side of a school bus with the Stop sign extended, except instead of it being text on a red background, it's the photo of a smiling child wearing a parka. On the right side is a poster that features the image of a school zone sign, but instead of the glyph of two kids with briefcases or whatever they're carrying, it's the photo of a smiling child wearing his winter gear.

Two of four posters in the winter series.

The campaign was rolled out with social media ads, posters, print ads, rack cards, and a set of videos (which we co-developed with GBP Creative, who handled the filming and editing).