OMD & DDB Singapore drive home the message of safe cycling with ‘Share the Road’ campaign

Taking into account that cyclists are among the most vulnerable road users, media agency OMD has launched a quirky outdoor campaign to create awareness of road safety targeting cyclists and motorists in Singapore. Partnering with Omnicom creative agency network DDB, and outdoor media solutions provider, Clear Channel, OMD launched ‘Share the Road’.

The campaign is supported by the Singapore Road Safety Council, the Singapore Traffic Police and a host of Singapore-based cycling communities, including cycling clubs, retailers and race organisers.

A total of 35 outdoor media sites in locations like Changi, Bukit Timah, Upper Thomson have been dedicated for the campaign. The collaboration is a CSR initiative with Clear Channel providing the outdoor media sites, DDB designing the artwork and OMD developing the strategy and managing the project with crucial support and endorsement by the Singapore government.

Laura Gordon, Business Development Leader OMD, commented, “There is a need to educate motorists and cyclists on safety awareness, and that a bicycle is a legitimate mode of transport. The responsibility for safer roads lies with both parties, as more citizens take to road cycling in a bid to get healthier and fitter, and executives are looking for alternative commuting methods. As a cyclist myself I felt there was room for greater awareness; and we hope the message of this campaign reaches the hearts and minds of everyone. I think people sometimes forget that the person on the bike ahead, is someone’s son or daughter, husband or wife, mother or father and potentially is a realisation that may come too late.”

Credits – Project Team: Laura Gordon, Genevieve Chen, Arundhati Saha (OMD). Designers: Thomas Yang, Huang Yizhen (DDB). Copywriter: Andrew Hook (DDB).