This social awareness campaign is called “Back to Basics”, and focuses on changing the negative and careless habits that pedestrians in Durban have when crossing the road. With particular reference to “jay-walking”, this campaign encourages society to remember the basic rules of road safety and use pedestrian road crossings instead of recklessly crossing the road anywhere it is convenient for them.
Branding & Branding Devices: There are two brands - slightly different, but still consistent, which are used throughout this campaign. Branding devices include the tar road texture, the tyre tracks and the branded safety tape.
Streetlight Posters: These streetlight posters would be placed strategically along pavements and places of high pedestrian traffic, encouraging them to change the negative behaviour of jay-walking by using the pedestrian crossings.
Floor Prints: These floor prints would also be placed strategically along pavements, creating interest amongst pedestrians and encouraging them to use the pedestrian crossings.
Barrier Tape: Studies show that physical barriers are more effective in changing the behaviour of jay-walking. Therefore, branded barrier tape could be used in places where jay-walking is a common practice.
Immovable Physical Barriers: To further ensure that pedestrians use the pedestrian crossings, immovable physical barriers would be most successful in changing the negative behaviour of jay-walking.
