"We'll Miss You" A Safety Campaign That Hits Hard Like a Steam Locomotive

Public education is a "yuck" word. Kind of like ironing—it has to be done, but no one wants to do it. That's why we used the power of images and emotions instead of "lessons." We turned social media illustrations into "real-life horror stories" and sat the audience of national TV on an imaginary empty chair full of emotions. We came up with the symbol of an overarching empty chair that represents stories of people left behind because of deadly accidents. Suggestive but not shocking.