One of the goals of the Town of Oakville Active Transportation Master Plan is to “recommend actions to improve conditions for active transportation, particularly walking and cycling in Oakville, for people of all ages..." 

Building on this goal, one of the methods in promoting pedestrian and cyclist safety was to launch a transit shelter advertising campaign with rotating messages focusing on:

- crossing roadways safely

- distracted driving

- reflective equipment for cyclist and pedestrian safety

The headline ‘See and be Seen’ remained consistent on all pieces. Icons were adapted and tweaked from universal roadway signs for quick recognition. This was supported by a limited colour palette that allows the design to be eye catching for passing cyclists, motorists and pedestrians.