Problem
Texting and driving is a national issue that is entirely preventable, but is still extremely prevalent today. What can be done to further bring awareness to this issue and get people to put down their phones when driving?

Solution: Send it. End it
Send it. End it is a campaign that aims to bring awareness to the dangers of texting and driving. Compared to existing or past campaigns, Send it. End it aims to empower their audience by providing information to them so they feel like they have the power to save lives.

My role & responsibilities
In a 3 person team, my role included being in charge of the:
- Brochure
- Business system
- Editorial
- Illustrations

Timeline
9 weeks

Market research
Looking at existing texting and driving campaigns we were able to see the success and failures of each campaign.

• AT&T’s It Can Wait is probably the most well known texting and driving campaign in the United States. It had large social recognition, but was deemed a failure as it failed to really connect with its audience.

• Project Yellow Light targets students by offering scholarship opportunities as a way to engage with their users and get their message across.

• Stop the Text. Stop the Wrecks takes on a humorous approach for a serious issue.

Logo
Initial sketches and iterations for the logo included elements that were related to texting, driving, and death.

During the development of the logo, a problem arose where the graphic elements made the logo look too busy. In addition, the text in the logo read as “Send it. Send it” to some viewers instead of “Send it. End it”. This caused the message to be lost to the viewers.

As a result, during the logo finalization the team decided to remove the graphic element. We agreed that the message of the logo was strongest with only text.