Valley Metro asked Moses to come up with a safety campaign that spoke to residents of all lifestyles -- customers, drivers, pedestrians – and got them to care about safety in a way that would really make an impact. In the past, safety messages tended to be either preachy or ignoring. Thus, Moses needed to create a campaign that was not only interesting but also sharable.
It’s an age-old legend that we all inherit guardian angels – people who watch over us when we’re in danger and swoop in when we need them most. Sure, sometimes we have no control over us but this campaign would remind us that many disasters are completely avoidable – especially in the case of Valley Metro. Therefore, the message would be to make life easier on your guardian angel and follow the rules around public transportation -- all it requires is a little common sense.
Using the message, “give your guardian angel a break,” we developed a comprehensive campaign positioning no-nonsense angels as the spokespeople for paying attention in and around public transportation. Utilizing digital, print, and out-of-home ads as well as interactive messages and onsite activations, guardian angels used their sassy tones to tell residents to adhere to basic safety rules such as running red lights, jaywalking, and chasing after the bus. In the end not only did the campaign win multiple Addy awards, it also became so successful that the client requested to revive and extend the concept for further use in the years to follow.