Safe Route
Road workers and traffic controllers face threats, verbal abuse and dangerous traffic situations as part of their everyday work.
Developed by Prevent together with Byggföretagen and SEKO, in collaboration with industry representatives, Safe Route is a training programme designed for employees and managers working in road construction and maintenance.
The training provides practical knowledge and tools to understand what causes conflicts to escalate, handle high-pressure situations and find constructive ways to respond. It also raises awareness of how people are affected by threatening and violent situations.
Clients: Prevent, SEKO and Byggföretagen
Deliverables: Communication concept, campaign films, social media advertising
The Campaign
We wanted to capture a familiar contradiction: how seemingly calm, respectable people can completely lose their composure once they get behind the wheel.
The films play with this contrast to create something unexpected and attention-grabbing in the feed. We meet the composed family man and the impeccably styled older businesswoman, complete with a neat bun and pearl necklace – only to see their personalities transform behind the wheel.
By using humour and exaggeration, the campaign highlights a serious reality for people who have traffic as their workplace, while driving awareness of the Safe Route training and the tools it provides for handling difficult and potentially threatening situations.
