National Billboard Campaign
#PassthePhone
A billboard campaign partnered with Re:act to promote road safety awareness.
Role
Selected artist from a class of 30 graphic design students who were each challenged to design a billboard campaign for Re:act.
Date
March 2024 -> August 2024
COMPANY
Re:act for Change
Scope of work
Brand Identity
Marketing
Graphic Design
Web Design
00 Summary
aBOUT RE:ACT
Re:act is a global company that promotes road safety education and awareness to change people's behaviors on the road.
BRIEF
Create a positive campaign that educates and raises awareness of 17-25 year olds and ultimately changes their behavior of not being distracted by cell phones either as a pedestrian or as a driver.
gOALS
Create a notable brand design and unique style to the team’s name
Have a stronger social media and on-campus presence
Fairly represent the dance talent and livelihood of team members
Increase traction to workshops, events, and auditions
01 USER RESEARCH
Core identity
As I delved into user research, an intriguing pattern emerged. Most 17- to 22-year-olds are well aware of the dangers of using mobile phones while driving— statistics and warnings aren’t new to them. Yet, despite this awareness, they often remain tethered to their screens behind the wheel. The culprit wasn’t a lack of knowledge but rather a habitual dependency on mobile devices, driven by phone addiction.
This realization shifted my focus: I needed to design a solution that didn’t just repeat warnings but targeted the deeper behavioral patterns causing the issue. This suggests that the issue lies less in awareness and more in habitual behavior driven by phone addiction. Although people understand the heightened risk of crashes, this dependency on mobile devices often undermines their commitment to road safety.
FINDING MY PLACE IN THE ROOM
This project wasn’t without its challenges. As the only student not majoring in Graphic Design, I wrestled with imposter syndrome from the start. Gaining special permission to join the class had been a victory, but it came with its own pressures. While my peers had taken previous courses on graphic design, I leaned on my strengths in digital art and Figma to carve out a space for myself. I told myself that while I might not have the same academic background, my creative perspective could still bring something valuable and unique to the table.
02 CAMPAIGN CONCEPTUALIZATION
AVOIDING SCARE TACTINGS
Distracted driving campaigns often rely on shock value: tragic stories, stark statistics, and haunting imagery. But I realized this approach, while powerful, wasn’t enough. Young drivers already know the dangers—they don’t need more grim reminders. Instead, I wanted to approach the problem differently: with optimism and a call to action that felt achievable, relatable, and even uplifting.
During brainstorming sessions, I gravitated toward quick, punchy slogans that could convey the message in seconds. One concept stood out: “Pass the phone to the passenger.” It was simple, friendly, empowering, and catchy! Rather than shaming drivers, it offered a proactive, positive solution—one that framed safety as a shared responsibility and highlighted the role of community.
About the Campaign
wHY "PASS THE PHONE"?
The Pass the Phone campaign provides a straightforward, impactful solution: simply hand your phone to a passenger while driving. This small shift in behavior helps transform distracted drivers into more attentive, safer ones, lowering the risk of crashes.
The campaign’s tagline, “Pass the phone to the passenger,” is designed to be memorable and easy to act on—no mental strain or added steps, just a simple action to increase safety.
To convey this message, I used a bold, warm color palette that’s both attention-grabbing and inviting. The visual design references Michelangelo’s Creation of Adam, symbolizing the life-saving potential of this small action. Every element in the campaign is crafted to foster a positive, encouraging atmosphere that motivates drivers to adopt safer habits.
03 DESIGN ITERATIONS
Design Process
DRAFTS, DRAFTS, DRAFTS!
I decided to digitally illustrate an image of someone passing their phone to another, symbolizing the action of a driver passing their phone to the person in the passenger seat.
Realizing that the concept was very reminiscent of the "Creation of Adam" painting, I ended up using that as a motif to represent the passenger as someone saving the driver's life. I also kept with a bold and warm color scheme that is just as eye-catching as popular iPhone advertisements.
Throughout the drafting and feedback process, my focus was on making the design look more clean and professional, and to clearly depict the image without confusion. With each iteration, I got feedback from the company and my professor on how to improve the design.
04 final designs & OUTCOMES
final billboard design
final landing page design
outcomes
The billboard was presented in 4 key locations around the greater DC-maryland area: Laurel, Capitol Heights, Baltimore, and Hagerstown. It was presented for about a month, throughout August of 2024, alongside the website. It was heartwarming to see my design on the streets that I would drive on myself. The total audience reach over this time span ended up being 1.6 million!
BILLBOARD METRICS & ENGAGEMENT
The billboard was presented in 4 key locations around the greater DC-Maryland area: Laurel, Capitol Heights, Baltimore, and Hagerstown. It was presented for about a month, throughout August of 2024, alongside the website. It was heartwarming to see my design on the streets that I would drive on myself. The total audience reach over this time span ended up being 1.6 million!
final thoughts
Working with Re:act has been an incredible experience. From the outset, I was impressed by the team’s commitment to connecting with our class across time zones, ensuring we had meaningful, constructive feedback. Throughout the project, we met with Re:act twice, receiving in-depth critiques on our designs and thoughtful suggestions for improvement.
I was thrilled when my design campaign was selected for the 2024 U.S. Campaign—my first opportunity to lead a full-scale campaign! I felt fully supported by the team, who consistently offered understanding and flexibility around my schedule. The detailed edits on both the billboard design and web copy provided invaluable insight into the considerations essential for creating effective public campaigns.
This project has deepened my skills in billboard design, website design, and copywriting, all while working toward a cause I genuinely care about. Now, whenever I drive, I’m reminded of the importance of road safety and make it a priority to “pass the phone to the passenger” to avoid distractions.
credits
Vic Rechichi - Content Director, Re:act
Alireza Vaziri - Interaction Design Instructor
