project overview
Be a Road HeroNiki Jones Agency and our partner, The Setroc Group, created a multi-media public awareness campaign for the City of Kingston to educate citizens about changes in traffic patterns and the addition of new bike lanes in the downtown area.
Brief of
Design Journey
The campaign is modeled on the nationally successful “Heads Up” campaign, featuring the recognizable branding seen in major cities across the U.S. We coupled this campaign language with a distinct call to action to “Be a Road Hero,” creating a sense of shared responsibility among community members for pedestrian, cyclist, and motorist safety. The campaign combined on-site photography, drone videography, and multilingual messaging to resonate with Kingston residents.
Results
As of 2025, traffic reports indicate that total crashes and property damage on Broadway have declined by roughly 50%. Serious fatal injuries also declined.
