We started by asking ourselves a simple question; Do you think we can tell people to be more respectful and they simply will be? And from there we began to employ our disruptive thinking ethos to the problem at hand.
Road safety awareness campaigns are typically emotive with an emphasis on the life-changing outcomes such as death, serious injury and imprisonment. In opposition to this is humour, and in the popular new game Cards Against Humanity we saw an opportunity to repurpose a mechanic to use some subtler, edgier messaging that would cut through the noise that fear-mongering had been unable to.
We wanted to engender a greater feeling of empathy among drivers without being patronising while empowering other road users to feel safer, which is when we began to evolve into a concept of ‘respect’. Literally defined, the noun means, “due regard for the feelings, wishes, or rights of others.”
Seizing upon these two ideas, we found a unifying theme in ‘choices’. As individuals, it is our choice whether we respect others, something clearly self-evident in attitudes between cyclists and non-cyclists for example. Similarly, the defining game mechanic in Cards Against Humanity is the player’s choice in how to fill the blank and generate a reaction. These concepts helped us realise what became #ChoicesForHumanity.