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It’s true. Typography can save lives too. 

Background
A ride, a journey, one hop to another, one destination to the next. Every ride must be an exciting experience. Every journey must be a memory you cherish.

Unfortunately, some rides become a trauma, a tragedy, sometimes bringing the journey to a cruel, grinding halt.

India has one of the highest rates of road accidents related fatalities. Despite enough and more road safety ads and programs targeted towards road safety, especially about wearing helmets, the Indian rider, high on youth and adrenalin, often, if not always ignores them.

The young rider considers the helmet a legal obligation more than a personal responsibility.

Helmets are a chore and a bore people prefer avoiding. Or they think its for the meek and the week, helmet-less riding often touted as a sign of machismo and bravado.

Popular culture images, from movies to music videos with leading men riding without a helmet only fuel this false sense of machismo – the film poster of Dedh Ishqiya, a recent example, which shows Naseeruddin Shah and Arshad Warsi riding a scooter without a helmet.

Creative Challenge

How do we use typography to create messages that make helmet wearing a cool act and remind people to do so, every time they ride a bike?

Deliverables

In this day and age where internet has connected the message, the medium and the audience, the possibilities of what you can do with a brief are limitless. Gone or the days where all you could do was a print ad, a tv commercial, a hoarding or a radio spot. Today, everything is a medium, anything can be an idea. As long as it conveys your message. As long as people love to have fun with it, interact with it and share it with others.
So, go ahead, give any shape to your typographic message with this brief. It could be an installation or a cap or a t-shirt, a viral video using kinetic typography, a mobile game or a puzzle! Any of these qualify to be an entry. Why of course, you could just decide to do a superb print ad or a set of posters too!
Just use your imagination and choose a medium an idea you think works most with the youth of today.

Submission Guide

1. Online submission

  • All submissions must be made via our online entry site only
  • All supporting materials and boards must be mailed/ couriered to delivery locations only
  • While you can start working on your responses today, entries will be accepted from the 20th of March 2014
  • The last date for online submission is 21st April 2014. No entries will be accepted after this.

2. A2 size presentation board (40×60 cm)

  • The board must be mounted on card-board, card paper or foamboard and should not be more than 2mm thick
  • This board will be a summary of your entry work. Limit your work to a maximum of TWO boards only.
  • It should contain key visuals (maximum 5 visuals) with brief captions (maximum 10 words) and a summary text (maximum 100 words).

3. Supporting material

  • Supporting Entry text must be pasted behind the presentation board, and should not exceed 500 words.
  • A Case Film, if appropriate can also be submitted to further support your entry. Please use your discretion to decide whether a Case Film is crucial to explain your project.
  • Any Case Film, if submitted must be no longer than 90 seconds. Please encode your video in HQ compressed as a QuickTime file using a H.264 or MPEG codec. The resulting file should have Audio and Video as one file, encoded as PAL no larger that 720p. Output size should be no larger than 500 MB.
  • A soft copy of the presentation board along-with a soft copy of each image must be uploaded on the entry site at the time of submission along with supporting Entry text and Case film, if any.

For more detailed information – please download this brief and read it in detail alongwith the terms and conditions.

More info about Presentation boards
More info about Case Films
Terms & Conditions

Download the Brief