FAIXA LIVRE

OVERVIEW 2 OBJECTIVES 3 TARGET AUDIENCE 5

RESEARCH 6 SECONDARY RESEARCH 7 SURVEY 8 INTERVIEW 10

CONCEPTS 12 CORE MESSAGE 14 DESIGN LANGUAGES 15

STRATEGIC PLAN 18

COMMUNICATION 22

BIBLIOGRAPHY 26

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SUMMARY

Personal Design Project

Unit: INDEPENDENT DESIGN PRACTICE Project: PERSONAL DESIGN PROJECT Assessment: Final Booklet Lecturer: KUEN KAM Week Due: WeeK 3 Student: RENATO SCATOLIN Number: 11543B

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OVERVIEW

PEDESTRIAN CROSSINGS

In Brazil, pedestrians crossings do not work. They are ignored by pedestrians and drivers, as if they simply did not exist. In Brazil, the rate of pedestrian accidents is three times higher than in the United States and Canada. On average, 8,000 people die every year, hit by vehicles. These rates have fallen considerably since 2001, with the implementation of the new Brazilian Traffic Code, although the rates are still shockingly high and alarming.

The new traffic laws, clearly regulates the use of the crossings, but in Brazil, the laws are sometimes complied with, sometimes not, depending on circumstances. It is common to hear people saying "this law will not last". The existence of laws does not guarantee that rules are enforced, or that those who defy them are punished.

In this project, we will examine the factors, which cause this kind of behaviour, with regards to the use of the crossings. We will examine the factors, both cultural and social, that determine the disrespect of the law and then seek solutions to solve the problem.

OBJECTIVESThe campaign will be a cultural intervention. The actions proposed will not only promote the rule of law, but a change in people’s habits and behaviours. We will educate pedestrians and drivers to respect the crossings. We will also encourage more effective police action and therefore the rule of law.

The final goal is to significantly reduce the number of pedestrian accidents and deaths.

AVERAGE NUMBER OFPEDESTRIANS WHO DIE EACH YEAR, HIT BY VEHICLES IN BRAZIL.

8.0003

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DRIVERS

18 yo

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TARGET AUDIENCEThe campaign's target audiences are both pedestrians and drivers, which are the two parties involved in the solution. If only one of these parts change their behaviour, the problem will not be solved. We need an effective change of attitude on both sides.

The campaign will focus on drivers and pedestrians aged 18-38 years. This target audience responds more than the groups aged outside of this range; whose behaviour is set and less susceptible to change.

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PEDESTRIANS38 yo

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To understand the behaviour of our target audience we conduct some research, using primary and secondary methods, in chronological order, as follows.

RESEARCH

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The process commenced with researching of data and statistics about car and pedestrians accidents, in Brazil and around the world, creating a comparative picture.

Then we researched Brazilian legislation on crossings, as well as some articles on the subject in newspapers, magazines and videos available on the Internet.

We then went in search of examples of previous initiatives, successful or unsuccessful, to learn from their successes and mistakes. We found the cases of Brasilia and Curitiba, both cities where pedestrian crossings campaigns have been applied with relative success.

SECONDARYRESEARCH

O Pedestre no Brasil e no Mundo http://www.pedestre.org.br/pedestre/no-brasil-e-no-mundo/noticia1

Mortalidade por Atropelamento "Uma sociedade sob as rodas", por José de Souza Martins: http://www.seade.gov.br/produtos/spdemog/ago2006/sp_demog_atropelamento.pdf

CQC Proteste Já e a faixa de pedestres http://www.youtube.com/watch?v=-jvjfDyDa2U&feature=related

Pedestres também têm deveres no trânsito http://www.jornalcontexto.net/noticia_detalhe.php?id_noticia=279&&edicao=Edi%E7%E3o%20258%20-%2001%20a%2008%20de%20abril%20de%202010

Faixa de pedestre. http://arymoura.wordpress.com/2010/01/21/faixa-de-pedestre/

Faixa (in)segura para o pedestre http://www.correiobraziliense.com.br/app/noticia182/2010/04/01/cidades,i=183256/FAIXA+IN+SEGURA+PARA+O+PEDESTRE.shtml

Respeito à faixa de pedestre em Brasília completa 12 anos - 02/04/2009 http://www.cristovam.org.br/portal2/index.php?option=com_content&view=article&id=2753:respeito-a-faixa-de-pedestre-em-brasilia-completa-12-anos-02042009&catid=25&Itemid=100068

Cristovam implantou a faixa de pedestre http://www.cristovam.org.br/portal2/index.php?option=com_content&view=article&id=31:cristovam-implantou-a-faixa-de-pedestre&catid=15&Itemid=100048

Faixa (in)segura para o pedestre http://www.unb.br/noticias/unbagencia/cpmod.php?id=60893

Porto Alegre tem um novo sinal de trânsito http://www.novosinal.com.br/

O comportamento do brasiliense na faixa de pedestre: exemplo de uma intervenção cultural. http://vsites.unb.br/ip/web/pos/pos_cdc/V%EDvica%20L%E9%20S%E9n%E9chal%20Machado.pdf

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93%62%82%

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PRIMARYRESEARCH

SURVEY

IMPORTANT FINDINGS

After conducting secondary research, which contributed to create the overall scenario, we moved on to conduct some primary research.

We developed a survey to be applied online and distributed via a mailing list according to the profile of the target audience. The survey (shown on the right) tried to understand the degree of people’s knowledge on the subject, in addition the questions explored people’s emotions and feelings, trying to understand their correlation with certain behaviour patterns.

People in general would like crossings to work.

People knew the law.

People think that crossings do not work due to existing bad habits.

People would feel satisfied, happy and fulfilled in the case of pedestrian crossings to work.

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1• How old are you? 18 or less 0.0% Between 18 e 26 37.9% Between 27 e 37 37.9% Between 38 e 48 17.2% Between 49 e 59 6.9% Above 60 0.0%

2• What is your education level? Fundamental 0.0% High school 10.3% Degree 79.3% Master 10.3%

3• What is your opinion on zebra crossings? Question or Statement - "I’m glad they don’t work, so I do not need to stop." Response - 88% totally disagreed with this statement

QS - "I don’t know what their purpose is and how they work." R - 100% totally disagreed

QS - "I’d like them to be respected" R - 93% totally agreed

QS - "I think they are badly designed and signed " R- 46% totally agreed

4• Are you sure you know what the Brazilian law states about the zebra crossings?

QS - Yes, I know what the law says. I know the rules about how to use the crossings both as a pedestrian and as a driver. R - 62% agree with this statement.

38% do not know what the law says

5• How do you evaluate the following sentences, in respect of your behaviour as a pedestrian?

QS - "I don’t use zebra crossings, because they don’t make any difference." 78% totally disagreed

QS - I try to use them when I see one of them close by. 93% totally agreed

QS - I don’t know how to use them. 89% totally disagreed

QS - No one respects the zebra crossings 42% totally agreed 46% believe the statement is sometimes true.

6• How do you evaluate the following sentences, in respect of your behaviour as a driver?

QS - I don’t pay attention to zebra crossings. They don’t matter to me. 88% totally disagreed

QS - I reduce the speed when I see one of them. 77% totally agreed

QS - I try to observe if there is anyone trying to use the crossing. 96% totally agreed

QS - I stop and let pedestrians cross. 69% totally agreed

QS - I don’t change my behaviour when I see a pedestrian trying to use the crossing. 92% totally disagreed

7• Why aren't zebra crossings in Brazil respected?

QS - Brazilian drivers aren’t used to respecting zebra crossings. They don’t use and respect them because it isn’t part of their standard behaviour. 82% totally agreed

8• If the zebra crossings work, what would be your feeling if a car stopped for you to cross the road?

Happy 58% agreed Respected 85% agreed Satisfied 83% agreed

9• If the zebra crossings work, what would be your feeling if you have to stop your car to give way to pedestrians?

Anger 83% disagree Proud 60% agreed Satisfied 88% agreed Happy 42% agreed Respect 57% agreed Unsatisfied 96% disagreed

10• What would be the best way to make zebra crossings work?

Increasing police inspection and fines 73% agreed Teaching children. 89% agreed Teaching adults. 85% agreed Improving the design and signage. 93% agreed

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INTERVIEWAnother primary research method used was a telephone interview with the psychologist Vivica Machado. Ms. Machado wrote in 2007, a thesis evaluating the campaign “peace with traffic”, launched in 1987 in Brasilia. The campaign was a huge success and made Brasilia, beside Curitiba, the only two cities in Brazil where crossings are respected.

In the interview, we discussed the campaign mistakes and successes as well as the adjustments required during the process.

How did the idea for the pedestrian crossings campaign arise in Brasilia?

In 1995 and 1996, the Brazilian capital, Brasília, had one of the worst traffic safety records in Brazil, not only due to the large number of car accidents and fatalities, but also due to the high rate of pedestrians who were injured and killed. The campaign grew out of a social mobilization that promoted unity amongst the media, government and civil society. All of these constituencies were wanted the same goal; safer traffic.

A campaign program was formed, "Peace with traffic". The executive committee's members came from a diverse group; government, media, local religious groups, Detran (national Department of traffic), business community, Catholic University of Brasilia, Research Centre of Sarah Kubitschek Hospital, amongst others. This committee united both professionals and officials, as well as lay people interested in the subject. Hence the campaign was a partnership between government and Brasilia society.

Several people thought the campaign was crazy and would not succeed. They said “it would be a festival of crashes and accidents”. The idea initially ruffled a few people. But after many discussions, the committee endorsed the idea. Some members dissented, fearing the risk that promotion of crossings would actually increase deaths because drivers

would not respect the campaign. Other members said that Brazilians were not sufficiently mature to absorb and act on the campaign.

How was the campaign run in general?

The campaign ran in different stages:

Stage 1: Awareness and Education.

During the first three months the police were asked to educate the population on the change that would occur. The first step taken was to place police at major crossings of the “Pilot Plan”, the main traffic axes of Brasilia city. These points were called “opinion makers crossings”, because they were located on the most used roads by commuters to and from work. The police forced the cars to stop before the crossings so that pedestrians could cross the street safely. The police also stopped pedestrians to provide guidance and distribute leaflets about the safest way to use the crossings.

During this period, no fines were imposed and only warnings were given to drivers.

The police also walked the streets and into schools to explain how to properly using crossings. They took students to the street to talk to drivers and pedestrians and to distribute these leaflets with flowers along with basic information. They went to schools, talked with attendants, with ambulance

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designed. Because of this, the fines imposed in the early months of the campaign were cancelled. The fines were suspended until the traffic department could finish redesigning many of the crossings to appropriates sites.

What worked and what did not in the campaign?

Intervention showed the importance of integration between government and society, promoted by the media and the planning for cultural change. Each of the constituents could not have achieved behavioural change if they had acted independently. The laws already existed but had not been fulfilled until then. People said “enough”. Government took the up challenge, media got involved, but there was just procrastination until the campaign committee was formed. This provided the right moment for change.

The campaign has also become a symbol for the city. After a while, residents started to recognize correct behaviour at crossings was a cause to feel proud. It proved that people in general would be proud for having accomplished something that provided a greater degree of civility and that they felt good being part of this.

There weren't any follow up campaigns. The last 13 years has seen continued respect of crossings, however with some deterioration in numbers of pedestrian accidents.

drivers, taxi, carts, bicycles, etc., explaining how it worked.

Stage 2: Surveillance and control.

After two and half months, 10 days prior to the start of law enforcement, the newspapers did a countdown publishing an image saying "Countdown to Crossings Law Enforcement: 10 days to go” and so on for each following day. On 1 April, newspapers published on their front pages, “Crossings rules start day”

To educate drivers, police stopped cars before crossings to give way to pedestrians. When pedestrians using the crossings, police and other pedestrians socially reinforced correct behaviour by acknowledging drivers' correct behaviour. This also served as a model for the behaviour of other drivers approaching crossings. Pedestrians also received instructions from guards about how they should proceed when crossing.

To change the behaviour of drivers positive reinforcement also needed to be complimented with the application of fines for disobeying rules.

Were adjustments necessary during implementation?

We detected that here in Brasilia, as in most of Brazil; the engineers had situated crossings where it was awkward for drivers to stop. Many of the crossings were poorly

IMPORTANT FINDINGSCooperation between stakeholders is vital including government, law enforcement, media and social groups.

The behaviour of certain people, influences the behaviour of others. People feel embarrassed when not behaving in accordance with the majority.

The importance of planning the campaign in different stages. The awareness and education stage, followed by the surveillance and control stage.

People felt proud to participate in something which improved everybody's safety and overall civility.

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CONCEPTSHaving on hand all the research data we then could frame the issue to have an overview about the subject. It was clear the need to communicate the message to both pedestrians and drivers, since the outcome would depend on the joint action of both actors.

The Brasilia case convinced us about the need to involve different community sectors as well as to split the campaign in different stages.

We decided to explore Brasilia’s people’s sense of pride as the starting point for developing our communication strategy. The survey’s data reinforced this chosen path as responses pointed to the same conclusions.

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This is our character. This cute zebra is a very well known character from Brazilian television in the 70’s and 80’s. It is not used nowadays, but it remains a fond memory for many Brazilians. It provides the charisma and engagement that will allow us to convey the core message of the campaign.

It will approach our target audience through their hearts. Its not only about respecting the law, it is about being kind and respectful to others.

The use of this the zebra is even more convenient in the Brazilian context, because pedestrian crossings are not known as "zebra crossings" as in various Anglo Saxon countries.

The choice for typography is the san serif Frutiger family, with 5 different weights from light to ultra bold. The characteristics of these types provide easy legibility, efficient transmission of content, as well as beauty. Frutiger is regarded as a typeface that is extremely easy to read because it is so clear, ideal for rapid recognition. Consequently, it is also used for motorway signs in both France and Switzerland.

CHARACTER TYPOGRAPHY

LOOKABC

abcdefghij,

DEFGHIJK

STUVXZ

LMNOPR

1234567

ABCDEFGHIJKLMNOPQRSTUVXYZWabcdefghijklmnopqrstuvxyzw

1234567890 .,; !?/@

ABCDEFGHIJKLMNOPQRSTUVXYZWabcdefghijklmnopqrstuvxyzw

1234567890 .,; !?/@

ABCDEFGHIJKLMNOPQRSTUVXYZWabcdefghijklmnopqrstuvxyzw

1234567890 .,; !?/@

ABCDEFGHIJKLMNOPQRSTUVXYZWabcdefghijklmnopqrstuvxyzw

1234567890 .,; !?/@

ABCDEFGHIJKLMNOPQRSTUVXYZWabcdefghijklmnopqrstuvxyzw

1234567890 .,; !?/@

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This is our ICON. The words "FAIXA LIVRE" mean "FREE STRIP" or "FREE CROSSINGS". The icon was designed from the graphic elements of the crosswalk. The typeface was based on CHUCK, by Jim Parkinson. It has been modified to adapt the project and for better readability. Finally, to make the graphics more visually exciting, we gave a 3D aspect to it, creating an element of depth, reinforcing the words.

The colour scheme chosen has a primary palette consisting of different shades of black and yellow. The primary palette was chosen to represent the international colour for traffic signs. A secondary palette was added to convey feelings of joy, calm, courtesy and joy, which are part of the idea being communicated.

ICON

COLOUR SCHEME

Primary colour scheme

Secondary colour scheme

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The campaign message should explore feelings of pride in respectful behaviour and reinforce change of habit in an environment that promotes reflection, not only within the parameters of fulfilling the law, but promoting standards of civility, wellness, respect and affection between people. We chose this path instead of talking about accidents, deaths and tragedies.

We choose a strategy where the message works from inner motivation, rather than external enforcement. The message doesn’t impose behaviours. It induces the change through reflection. The message reinforces the new pattern of behaviour by placing those who follow it, on a superior level of civility, which they can be proud of. On the other hand, those who refuse to follow new behaviours will feel blame and shame.

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CORE MESSAGE

THE CAMPAIGN WILL PROMOTE NEW STANDARDS OF CIVIL BEHAVIOUR, WELLNESS, RESPECT AND AFFECTION BETWEEN PEOPLE.

DESIGN LANGUAGES

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Despite the seriousness and importance of the subject; the campaign's general feel and the tone of voice will communicate the message in a light and fun way. To give life to this idea, we chose the language of and older style cartoon, which is in tune with a large part of our target audience.

The “loteca Zebra”, a memorable character from 70s and 80s TV, will be the main character of the campaign, an avatar that will appear here and there as a vehicle for our message. The Zebra also creates a subliminal connection with the physical pedestrian crossing, which makes the design solution more attractive.

DESPITE THE SERIOUSNESS AND IMPORTANCE OF THE SUBJECT; THE CAMPAIGN'S GENERAL FEEL AND TONE OF VOICE WILL COMMUNICATE THE MESSAGE IN A LIGHT AND FUN WAY.

STRATEGIC PLAN

We established a strategic plan in which the communication actions will be delivered in separate steps outlined as follows.

In the final chapter there is a detailed timetable with the actions planned for each week of the campaign.

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Step 1. Adaptation and Partnership*Re-designing pedestrian crossings

*Partnership: a kit will be sent to the various stakeholders that will take part in the campaign, such as media, businesses, churches, schools, government departments. The kit is composed of a manual, as well as examples of printed and audiovisual materials.

Step 2. Education. In this step the education actions will take place. The communication strategies will start to be implemented.

Step 3. Control. In this step actions to strengthen compliance with the law come into play. This step is divided into:

*Knowledge of the law

*Application of warnings

*Law enforcement and fines

Press Release: The campaign will hire a media relations officer to manage distribution of materials during all stages of the campaign. This team will feed media with reports about campaign progress as well as with photographic material.

PR: A public relations team will keep the network connected and also to receive feedback. Feedback from the community will be facilitated through a toll free phone line. This step will maintain a connection between the campaign and all people.

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CAMPAIGN SCHEDULE

COMMUNICATION

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This action will involve education and also training for motorists and pedestrians. In this first pilot, the zebra (a person wearing a zebra costume), aided by police, will inform motorists of the new procedures to reduce speed and stop at crossings. Leaflets will be handed out with information. Members of the public will also receive the 3D communication piece 3D, being a helium balloon. This action is repeated in various locations and include the participation of schools and students.

ENVIRONMENTAL

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The campaign will initially have the following set of printed materials; two 3D posters to be placed in government offices, schools, pubs, churches, etc. There will be also two other brochure models, from the same style, which will be used during the environmental actions.

PRINT MATERIALS

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The TV commercial will be broadcast throughout the campaign, with higher frequency during the beginning and in the transitions phases. The 30-second commercial uses the same campaign character the "loteca zebra". The idea is simple and carries the core message of the whole campaign: "We feel good when we care about others and when we are taken care of." The message is about respect, kindness and care for others.

The campaign give away will be a helium balloon with a smiley face to be distributed during environmental campaign actions. It will be distributed to children and for motorists to take home to their children. This type of material has great visual impact and remains in contact with the public for a period higher than the leaflet, which tends to be discarded after its reading. There will be a label with the icon of the campaign, stuck to the string, just below the balloon. The label bears the central message of the campaign.

TV AD 3D GIVE AWAY

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Before the campaign launch, the department of traffic shall assess the conditions of the crossings and make sure they are consistent with legal requirements, in terms of location, signage and maintenance.

First of all, the Department of Traffic must ensure that they are in locations with good visibility conditions. Changes will be suggested regarding to the signage design, including the zigzag mark on the ground, prior to the crosswalks, to alert the driver they are approaching a crossing . Signs will be placed to indicate the new speed limit of 25km/h when approaching the crossings. The model was inspired by the Australian standard, where pedestrian crossings work very well.

ADAPTING THE CROSSINGS

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BIBLIOGRAPHYO Pedestre no Brasil e no Mundo http://www.pedestre.org.br/pedestre/no-brasil-e-no-mundo/noticia1

Mortalidade por Atropelamento "Uma sociedade sob as rodas", por José de Souza Martins: http://www.seade.gov.br/produtos/spdemog/ago2006/sp_demog_atropelamento.pdf

CQC Proteste Já e a faixa de pedestres http://www.youtube.com/watch?v=-jvjfDyDa2U&feature=related

Pedestres também têm deveres no trânsito http://www.jornalcontexto.net/noticia_detalhe.php?id_noticia=279&&edicao=Edi%E7%E3o%20258%20-%2001%20a%2008%20de%20abril%20de%202010

Faixa de pedestre. http://arymoura.wordpress.com/2010/01/21/faixa-de-pedestre/

Faixa (in)segura para o pedestre http://www.correiobraziliense.com.br/app/noticia182/2010/04/01/cidades,i=183256/FAIXA+IN+SEGURA+PARA+O+PEDESTRE.shtml

Respeito à faixa de pedestre em Brasília completa 12 anos - 02/04/2009 http://www.cristovam.org.br/portal2/index.php?option=com_content&view=article&id=2753:respeito-a-faixa-de-pedestre-em-brasilia-completa-12-anos-02042009&catid=25&Itemid=100068

Cristovam implantou a faixa de pedestre http://www.cristovam.org.br/portal2/index.php?option=com_content&view=article&id=31:cristovam-implantou-a-faixa-de-pedestre&catid=15&Itemid=100048

Faixa (in)segura para o pedestre http://www.unb.br/noticias/unbagencia/cpmod.php?id=60893

Porto Alegre tem um novo sinal de trânsito http://www.novosinal.com.br/

O comportamento do brasiliense na faixa de pedestre: exemplo de uma intervenção cultural. http://vsites.unb.br/ip/web/pos/pos_cdc/V%EDvica%20L%E9%20S%E9n%E9chal%20Machado.pdf

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