Devon & Cornwall Police were having issues with crashes on the back roads of the south west and wanted a solution to save peoples lives.

Over 40 million tourists came to Cornwall in 2018 and more are expected with each passing year. Most of them unfortunately have no idea how to drive on country roads, adding to how 59% of all fatalities happen on country roads every year.

I was tasked with solving this in a fun and engaging way that still highlighted the severity of the situation. 

Problem: Lots of tourists get in road accidents every year.

Insight: Tourists think they know the road.

Strategy: Tell people the roads in Cornwall are different.