Road Safety Awareness

As part of the in-house creative team at CAA, I contributed to a national road safety awareness campaign developing digital and out-of-home creative focused on promoting safer driving behaviours across everyday scenarios.

I led the design and adaptation of campaign assets across social and OOH, translating key messages into clear, high-impact visuals that scaled across formats and placements. This included building out billboard layouts and social content systems that maintained consistency while accommodating a range of messages from distracted driving to initiatives such as “Slow Down, Move Over.”

The creative direction paired bright, approachable illustration with concise messaging to capture attention quickly in both fast-moving digital feeds and high-visibility outdoor environments. The result was a cohesive campaign that reinforced CAA’s “Driven by Good” platform while delivering accessible, easy-to-understand safety messaging at scale.