Awareness Campaign, Brand Identity., Social Content Production​

​

“Heads Up!” is a youth-led awareness raising campaign initiated by the AIP Foundation. The project targets young university students to raise awareness about quality helmet safety of motorcycle riders across 10 ASEAN countries. 

 

To encourage the students to participate, the project held a competition where they could create their own campaign and win big prizes. The whole project required a dedicated website where these students could find out more about the key message, safety facts and the competition details.

 

The campaign logo and identity incoporated the recognisable yellow and black colours of the road. The blue was the link  to the AIP Foundation. The look was a street poster style that was edgy to attract a young target audience. The tone of voice was playful yet informative, with rounded graphic elements and fonts to remain friendly.

 

This art direction was applied to all assets such as social media posts, video content and offline posters.