OLB - Shaping Safe Behavior for Bonaire

Bonaire traffic safety billboard with a yellow motorcycle helmet and the message “Every Moment Counts.”

[ DELIVERABLES ]

Branding

Development

[ Description ]

In collaboration with Openbaar Lichaam Bonaire (OLB), we developed a multi-campaign strategy to raise awareness around traffic safety, alcohol consumption, and local regulations.

Overview

In collaboration with Openbaar Lichaam Bonaire (OLB), we developed a multi-campaign strategy to raise awareness around traffic safety, alcohol consumption, and local regulations. Instead of relying on top-down messaging, we created a cast of relatable characters and a cohesive brand system designed to build recognition, shift behavior and make important messages stick.

Strategic Foundation

At the heart of the campaign stand three fictional, yet culturally rooted, characters who act as relatable ambassadors for road safety. Each embodies a distinct perspective on responsible behavior, allowing the message to connect with different generations, contexts, and moments on the island. Each character is also represented through a unique personal logo, serving as a clear visual identifier and a vessel for tailored messages: Mamai, who offers wise, educational reminders; Hèlmpi, who shares practical guidance on safe riding; and Kapitan, who promotes responsible conduct during social moments where alcohol may be involved.

Openbaar Lichaam Bonaire branding and public awareness campaign. OLB-Helmet-reflection

Openbaar Lichaam Bonaire branding and public awareness campaign. OLB-Helmpi

Openbaar Lichaam Bonaire branding and public awareness campaign.

Touch Points

The campaign unfolds across multiple communication touchpoints, ensuring the message reaches people in both their digital and everyday lives. Social media serves as the primary storytelling space, where short videos, character interactions, and locally rooted messages keep Mamai, Kapitan, and Hèlmpi top of mind. On radio, warm and recognizable voices deliver gentle reminders during daily routines. Offline, the campaign becomes tangible through street activations, taxi collaborations, merchandise, and nightlife interventions that bring the characters into real-life situations. Billboards, posters, supermarket screens, and airport flyers further reinforce visibility across the island, creating a seamless, island-wide presence that consistently encourages safer behavior.