Yo Sumo – Road Safety Campaign
Low compliance with traffic rules, individualism on the road, disregard for one’s own life and the lives of others, and a high number of preventable road crashes.
We designed the campaign “Por la movilidad, Yo sumo” (I add up for mobility), combining emotional storytelling, educational actions and citizen participation. Through transmedia strategies, the campaign promoted shared responsibility and safe mobility in the municipality.
Every year, millions of people are injured or killed in road crashes, many of them preventable. In Envigado, crash rates and the attitudes of road users showed patterns of individualism, lack of knowledge of the rules and a lack of solidarity on the road.
To change this reality, the Envigado Mobility Department, with the support of Mosaico Experiencias, designed the civic culture campaign “Por la movilidad, Yo sumo”.
Its purpose was to drive behavior change in mobility through an educational and emotional strategy that made the value of life on the road visible and encouraged shared civic responsibility.
The campaign was structured as an end-to-end process that combined in-person and digital actions, audiovisual content, relatable storytelling and community participation.
The visual identity of the campaign “Por la movilidad, Yo sumo”, developed for the Envigado Mobility Department, is built on a color palette that connects directly with the urban road environment and the visual codes that govern mobility: signage, protective gear and safety devices.
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