Tension between drivers and cyclists is at a high. 25,000 accidents occur on European roads each year, of which 2,000 are fatal collisions with cyclists. As part of Ford’s Share The Road initiative, designed to improve road safety, we discovered that there's no common language between cyclists and drivers – leading to near misses and accidents.
To encourage safer communication between these road users, we created a first of its kind ‘Emoji Jacket’ – using the universal language of emoji to help cyclists quickly display emotions and intentions. The campaign achieved 648 pieces of coverage, with an organic social reach of 40.9m.