25 pairs of shoes, each representing a pedestrian who died in a road traffic accident in Greater Manchester last year, are to be installed in the city centre.
The campaign, created by The&Partnership for Transport for Greater Manchester is calling for drivers to be more vigilant.
Part of the Last Steps campaign delivered by TfGM on behalf of the Safer Roads Partnership it’s running across OOH, radio, digital and social, encouraging drivers to always look out for pedestrians this winter. It’s accompanied by a 30second film.
“We couldn’t believe the number of deaths caused by dangerous driving in Greater Manchester last year, so we wanted to highlight this issue in a way that would leave a lasting impact with drivers,” said Adam McGowan and Danny O’Keeffe, Associate Creative Directors.
“Each pair of shoes represents one of 25 lives taken too soon, but we know the impact of these deaths spreads much further.”
The work was created by Angela Onyett and Erin Sadler and produced by Nicki Casey through Feral Films.
“One life taken on Greater Manchester’s roads is one too many, so we knew we needed to create a campaign that really spoke to drivers about the irreversible impact their actions can have and the ripple effect it causes to those families involved,” added Jo Taylor, Head of Brand, Marketing, Design and Digital at Transport for Greater Manchester.
“Last Steps shows these pedestrians aren’t a statistic, they are lives taken away from friends and family. It’s such a big number of lives to comprehend and we’ve seen people physically moved after looking at the installation and that’s exactly why we came up with the idea – to create that instant emotive reaction.”