HEIJASTA AIKAA
Reflect Time -Campaign concept — School project / 2023 Reflect Time (Heijasta aikaa) is a campaign concept that brings awareness to the huge contrast in a driver’s reaction time with and without a reflector, and lets the numbers speak for why one should be worn. It turns a small, easily forgotten accessory into something that buys you time, with the message Save yourself, reflect time.
Reflect Time -Campaign concept — School project / 2023 Reflect Time (Heijasta aikaa) is a campaign concept that brings awareness to the huge contrast in a driver’s reaction time with and without a reflector, and lets the numbers speak for why one should be worn. It turns a small, easily forgotten accessory into something that buys you time, with the message Save yourself, reflect time.
Reflect Time -Campaign concept — School project / 2023 Reflect Time (Heijasta aikaa) is a campaign concept that brings awareness to the huge contrast in a driver’s reaction time with and without a reflector, and lets the numbers speak for why one should be worn. It turns a small, easily forgotten accessory into something that buys you time, with the message Save yourself, reflect time.
HEIJASTA AIKAA
REFLECTORS CAMPAIGN CONCEPT
STRATEGY
CHALLENGE & INSIGHT
People don’t use reflectors, even though the numbers speak for themselves. At 50 km/h, a driver who sees a pedestrian without a reflector from 50 meters away has only 3.6 seconds before reaching them. With a reflector, the driver sees them from about 350 meters away, which gives 25.2 seconds. The difference in time is huge, and most people have no idea. Street lights make it worse by creating an illusion of safety. Under a lit street it feels like everyone can see you, but to a driver you may still be nearly invisible. People don’t ignore reflectors because they don’t care. They just aren’t aware of how much difference one makes. That is why the campaign is built on facts and research. Hard numbers appeal to the consumer’s reason, give the whole concept credibility, and still stir emotion once people realize how little time 3.6 seconds is.
STRATEGY
Instead of telling people to be careful, the campaign shows what a reflector actually gives them: time. The strategy translates the numbers into something people can see, because a picture says more than a thousand words. The OOH -posters make the difference visible. From a distance, the 25.2 seconds text shines in a bright color, while the 3.6 seconds text almost blends into the background. Only when the pedestrian walks closer does the 3.6 become readable. It works the same way as a driver seeing a person in the dark: one is seen from far away, the other only at the last moment. The poster shows that a reflector buys time, and time lets a driver react. The concept came from combining the insight and the strategy and shaping the message into something more striking: Save yourself. The campaign, Reflect Time, speaks to pedestrians and cyclists who move in the dark and invites them to reflect time.
Instead of telling people to be careful, the campaign shows what a reflector actually gives them: time. The strategy translates the numbers into something people can see, because a picture says more than a thousand words. The OOH -posters make the difference visible. From a distance, the 25.2 seconds text shines in a bright color, while the 3.6 seconds text almost blends into the background. Only when the pedestrian walks closer does the 3.6 become readable. It works the same way as a driver seeing a person in the dark: one is seen from far away, the other only at the last moment. The poster shows that a reflector buys time, and time lets a driver react. The concept came from combining the insight and the strategy and shaping the message into something more striking: Save yourself. The campaign, Reflect Time, speaks to pedestrians and cyclists who move in the dark and invites them to reflect time.
People don’t use reflectors, even though the numbers speak for themselves. At 50 km/h, a driver who sees a pedestrian without a reflector from 50 meters away has only 3.6 seconds before reaching them. With a reflector, the driver sees them from about 350 meters away, which gives 25.2 seconds. The difference in time is huge, and most people have no idea. Street lights make it worse by creating an illusion of safety. Under a lit street it feels like everyone can see you, but to a driver you may still be nearly invisible. People don’t ignore reflectors because they don’t care. They just aren’t aware of how much difference one makes. That is why the campaign is built on facts and research. Hard numbers appeal to the consumer’s reason, give the whole concept credibility, and still stir emotion once people realize how little time 3.6 seconds is.
CHALLENGE & INSIGHT
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