To raise awareness about road safety in the West Midlands, cutting through public apathy and respectfully addressing a sensitive subject whilst visibly demonstrating the scale of harm caused by dangerous driving.

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Our strategy was rooted in the belief that out of home has a unique ability to make issues unavoidable in shared public space. The ‘Zero Tolerance to Road Harm’ campaign was launched in partnership with RoadPeace and the West Midlands Road Safety Partnership, and gave victims a voice through a high-impact public installation in Brindley Place, Birmingham, chosen due to its high footfall location. The final installation was a 10-foot bespoke wooden tree, featuring real letters from families affected by road collisions plus an interactive post-box installation which invited members of the public to leave written pledges, encouraging participation and commitment for change.

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The tree was officially unveiled by the Mayor of the West Midlands, Richard Parker, alongside key regional figures including the Police and Crime Commissioner, the Assistant Chief Constable, the Road Safety Commissioner for the West Midlands, Councillor Majid Mahmood representing Birmingham City Council, and members of RoadPeace. The installation was seen by an estimated 55,000 people over six days. The exposure was significantly amplified through coverage on Hits Radio, Birmingham Live and the BBC, helping to extend the reach of the campaign and reinforce its credibility. Public engagement remained strong throughout the campaign and demonstrated how sensitively delivered out of home can create meaningful community impact.

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