“SEE AND BE SEEN” SAFETY CAMPAIGN
Lancaster, CA
THE CHALLENGE
Upon rapid population growth, the City of Lancaster began experiencing increased pedestrian and bicycle collisions around schools. Lancaster’s commitment to their “Vision Zero” strategy—achieving zero traffic-related deaths—demanded an innovative approach to this persistent problem.
The city needed a campaign that could achieve two seemingly contradictory goals: capture drivers’ attention without creating dangerous distractions, while simultaneously engaging students who walk and bike to school to pay more attention to their surroundings and use designated crosswalks.
The challenge was further complicated by the need to create messaging that would resonate across diverse age groups and travel modes, all while maintaining the seriousness of the safety message without appearing preachy or dismissive.
THE SOLUTION
Grady Communications launched with an intensive community engagement process, recognizing that effective safety messaging had to emerge from real experiences.
Through targeted meetings with local residents, school employees, parents, and teenagers, we uncovered the daily challenges and communication gaps in pedestrian and bicycle safety around schools.
These conversations revealed crucial insights about the messaging styles that would resonate most effectively with both students and parents.
Armed with this community feedback, we developed three distinct campaign concepts, each paired with unique designs. The concepts were then brought back to focus groups for refinement and selection.
The winning “See and Be Seen” campaign became a groundbreaking initiative—the first in the United States to combine traffic safety education with artistic signal cabinet wraps.
We oversaw the installation of dozens of eye-catching wraps at key school intersections, complemented by integrated STEM curriculum materials and strategic press coverage.
The Impact
The campaign’s success was remarkable. “See and Be Seen” earned three American Public Works Association awards and, most importantly, contributed to a 34 percent decrease in pedestrian and bicyclist accidents within two years. The campaign received statewide praise and became the first cabinet wrap program in the United States to integrate traffic safety education with artistic signal cabinet wraps, setting a precedent for innovative safety education platforms across California.
Services Provided:
Community stakeholder engagement
Focus group facilitation
Message development
Design concept and logo creation
Signal box wrap design and implementation
STEM curriculum integration support
Public relations support
