Features creative from ICBC's successful pedestrian safety campaign, showcasing the use of social and display advertising to reach audiences.

1. Pedestrian Safety Campaign
Work Sample

2. Contents
Infographic
Web page
Facebook
Twitter (including A/B test example)
LinkedIn
Animated web banners (Google display network)
Engagement
Pedestrian Safety Campaign | Tracy Bains

3. Infographic
To view full size, please go to:
http://www.icbc.com/road-safety/sharing-road/Pages/pedestrian-infographic.aspx
Pedestrian Safety Campaign | Tracy Bains

4. Web page
[See section 5 Implementation and Challenges in the work plan.]
Web page BEFORE changes were made to increase emphasis on drivers, better equalizing the
focus on both audiences.
Pedestrian Safety Campaign | Tracy Bains

5. Web page
Web page AFTER adjusted to balance messaging to both audiences: pedestrians and drivers.
To view live page, please go to:
http://www.icbc.com/road-safety/sharing-road/Pages/pedestrian-safety.aspx
Pedestrian Safety Campaign | Tracy Bains

6. Facebook
Cover image
Pedestrian Safety Campaign | Tracy Bains

7. Facebook
Boosted posts (paid advertising)
Pedestrian Safety Campaign | Tracy Bains

8. Facebook
Boosted posts (cont’d)
Pedestrian Safety Campaign | Tracy Bains

9. Facebook
Boosted posts (cont’d)
Pedestrian Safety Campaign | Tracy Bains

10. Facebook
Boosted posts (cont’d)
Pedestrian Safety Campaign | Tracy Bains

11. Twitter
Cover image
Pedestrian Safety Campaign | Tracy Bains

12. Twitter
Promoted tweets (paid advertising)
Pedestrian Safety Campaign | Tracy Bains

13. Twitter
Promoted tweets (cont’d)
Pedestrian Safety Campaign | Tracy Bains

14. Twitter
Promoted tweets (cont’d)
Pedestrian Safety Campaign | Tracy Bains

15. Twitter
Twitter cards (paid advertising)
Pedestrian Safety Campaign | Tracy Bains

16. Twitter
Twitter cards (cont’d)
Pedestrian Safety Campaign | Tracy Bains

17. Twitter
Twitter cards (cont’d)
Pedestrian Safety Campaign | Tracy Bains

18. Twitter
Twitter cards A/B test. Since the second card performed better, we promoted it more often.
Pedestrian Safety Campaign | Tracy Bains

19. LinkedIn
Post
Pedestrian Safety Campaign | Tracy Bains

20. Animated Web Banners (Google display network)
Two sets of banners were created to target each audience: pedestrians and drivers.
Pedestrian focused banner #1 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains

21. Animated Web Banners (Google display network)
Pedestrian focused banner #2 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains

22. Animated Web Banners (Google display network)
Pedestrian focused banner #3 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains

23. Animated Web Banners (Google display network)
Driver focused banner #1 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains

24. Animated Web Banners (Google display network)
Driver focused banner #2 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains

25. Animated Web Banners (Google display network)
Driver focused banner #3 (animates between the two messages shown)
Pedestrian Safety Campaign | Tracy Bains

26. Animated Web Banners (Google display network)
Examples of ad placement
Pedestrian Safety Campaign | Tracy Bains

27. Animated Web Banners (Google display network)
Examples of ad placement (cont’d)
Pedestrian Safety Campaign | Tracy Bains

28. Engagement
Pedestrian Safety Campaign | Tracy Bains

29. Engagement
Pedestrian Safety Campaign | Tracy Bains

30. Engagement
Pedestrian Safety Campaign | Tracy Bains

31. Engagement
Pedestrian Safety Campaign | Tracy Bains

32. Engagement
Pedestrian Safety Campaign | Tracy Bains

33. Engagement
2014 Richmond RCMP Flash Mob
A flashmob helped boost awareness of the SLOW (Stop, Look, Observe, Walk) campaign for
pedestrian safety. The video incorporated messaging from our infographic along the bottom of
the screen. Screen shots are included on next page.
To see video, please go to:
https://www.youtube.com/watch?v=j5Enc05M4rA&feature=youtu.be
Pedestrian Safety Campaign | Tracy Bains

34. Engagement
2014 Richmond RCMP Flash Mob (cont’d)
Pedestrian Safety Campaign | Tracy Bains