Department of Road Safety – Towards Zero Campaign

NSW Department of Road Safety – Towards Zero Campaign

Infografia was engaged to design a comprehensive presentation for the NSW Department of Road Safety’s ‘Towards Zero’ campaign, which aims to significantly enhance road safety across the state. The project focused on an in-depth analysis of raw data comparing the effectiveness of the Towards Zero website with that of the NSW Government Road Safety website. Our objective was to provide insights that would help streamline online communications and enhance user engagement.

The analysis revealed critical information regarding website traffic, user behaviour, and the overall effectiveness of messaging. Our primary challenge was to leverage this data to recommend retaining the standalone URL for the Towards Zero campaign. We believed that maintaining a separate online presence would allow the campaign to communicate its core message more effectively, rather than merging it with the broader NSW Road Safety website, which could dilute its impact.

To create a seamless customer experience, our team identified and addressed two key issues in our presentation. We emphasised the importance of a focused communication strategy that aligns with the campaign’s overarching goal: achieving zero deaths on NSW roads by 2050. By conducting thorough data analysis and creating visually engaging infographics, we developed compelling solutions that supported our case for retaining the separate URL.

The final presentation featured clean, consistently stylised graphics and vibrant colours, enhancing visual appeal while clearly conveying the importance of maintaining a distinct online presence for the Towards Zero campaign. This approach not only supports the mission to improve road safety but also aims to reduce fatalities by ensuring that critical information is easily accessible and effectively communicated to all stakeholders involved in road safety initiatives.