Slow Down. Move Over.
Emergency roadside assistance is at the core of AAA’s traffic safety mission. Yet, the men and women who help AAA’s members when they are in need also put their lives on the line every day.
In 2019, AAA recommitted its efforts to increase awareness of and support for Slow Down Move Over laws. These laws require motorists to slow down and move over or change lanes, if possible, to give safe clearance to responders on the roadside. And internal campaign was created to raise awareness of Move Over laws and the human impact of injuries and deaths
among tow providers.
The artistic style for the campaign is defined by bold, striking visuals representing the seriousness of the issue. The artwork relies on bold text, vivid contrasting colors, textures, and layering. The visual tone is bold, serious, attention grabbing, thought provoking and emotional.
The internal campaign creative was strategically rolled out in phases to pique interest, raise curiosity, solicit engagement and relay information. Each new phase built upon the previous to reveal more information and bring the issue into focus. All phases were created as a lead up to an in-person main event.
Phase 1
Throughout the AAA’s national office, traffic cones were placed in various locations. Cones were placed in both nondescript areas and key walkways, some forcing people to physically alter their intended path by slowing down and moving over.
Additionally, 100 reflective safety vests were hung on railings overlooking the interior of the building’s atrium. These vest were a visual representation of fallen tow providers.
To raise curiosity, both of these installations were completed overnight without any communicated explanation.
Phase 2 & 3
Memorial signs of deceased tow providers were placed on columns along the atrium walkways facing offices. These signs were designed to mirror etchings of names engraved on the International Towing Museum’s Wall of the Fallen.
Minimal event details were included at the bottom of each sign to increase curiosity.
Simulated traffic citations were produced to function as a personal invitation to the main event. The mock citations included bold hand drawn messages, encouraging associates to save the event date.
Citations were hand delivered to each associate’s desk overnight.
Phase 4
The final phase of the creative implementation included various large-scale signage installations revealing the full campaign messaging. These included elevator and window clings on various floors of the building, banners, signs and a feature roadway floor graphic in the center atrium.
The roadway graphic included the campaign key message and tagline hidden in the lines of the road. Along the roadway were various signs with information about the fallen tow providers depicted in the memorial signs from phase 2.
Phase 4 utilized email, intranet pages and tabletop signs to further support internal communication.
External Phase
To support AAA’s commitment to improving safety for those working or stranded at the roadside, a new graphic was created for use in marketing collateral and other materials. This new modernized graphic simplifies messaging and provides flexibility for wider use. The graphic was setup to be brand agnostic, allowing for wider adoption by partners and other agencies.
Logo design by Phil Geist. Art direction by Jon Peters.
