DESIGNER

Harsha Ramesh

PROFILE/DESCRIPTION

National Highway Traffic Safety Administration

The NHTSA is responsible for keeping people safe on roadways in the US. The NHTSA is an agency of the US federal government, a part of the more widely recognized US Department of Transportation. It’s main goal is to reduce vehicle-related crashes, injuries, and deaths in the US. The NHTSA enforces vehicle performance standards in different states and provides grants to state governments so that they can effectively increase highway safety. 

The specific area of the NHTSA I am advertising for is pedestrian safety. Since bus shelters are almost always near or next to large crosswalks, I want to remind people to be careful when crossing the street and to avoid looking at phones or other devices when doing so. Especially since bus shelters are usually placed near large intersections, where vehicles can come from multiple different locations.

My target group for the bus shelter ads is in San Francisco County, California. The people who live in San Francisco County are young and wealthy, with 2 above average for household technology. They mostly have kids, and they often go outside to eat, shop, or attend events. Both of these factors increase the risk of vehicle-related accidents, and with the added factor of living in a big city with busy roads causes the risk to increase even more. I think San Francisco County would be an effective area to display my bus shelter ads because of the increased risk. 

Brand advantages: free, interest in people’s safety, government-run
Brand attributes: safe, responsible, caring, informative
Brand experience: comforting, safe, and easy

When seeing my bus shelter ads, I want people to increase their caution when crossing the street, and to avoid looking at any devices while crossing. I want them to be aware of the dangers of crossing the street without being careful, and hopefully encourage the same in others. The goal of my bus shelter ads is to decrease pedestrian deaths and injuries when crossing the road, and I believe that when people look at them they will proceed to be more careful when crossing roads in the future.