City of Tacoma
Show Some Love. Check Your Speed.
Safer streets don’t happen by accident; they happen by intention. As part of Tacoma’s Vision Zero commitment to eliminate traffic deaths and serious injuries by 2035, the City needed a campaign that could move beyond awareness and influence behavior. JayRay created a positive, community-centered approach designed to meet drivers where decisions happen — on neighborhood streets, in business districts and in everyday moments behind the wheel.
GUIDING THOUGHT
Behavior change doesn’t come from fear alone; it comes from connection. When safety is framed as a shared responsibility and not a rule to follow, people are more likely to act. By grounding the campaign in empathy, visibility and everyday moments, safer driving becomes less about enforcement and more about care for the community.
A City That Slows Together
We developed a cohesive, citywide campaign to support Tacoma’s Vision Zero Action Plan and speed-reduction goals. Illustrations and plain-language messaging created an approachable tone — one that felt less like enforcement and more like a neighbor’s reminder.
The system was designed to flex across formats from yard signs and posters to outdoor placements and digital ads, with materials produced in six languages to reflect Tacoma’s diverse communities. Messaging met drivers in high-incident corridors, reinforcing safer habits where they matter most.
Designed for Real Behavior Change
Our strategy was rooted in community insight and social marketing principles, drawing from focus groups to understand how people think — and feel — about driving. Rather than relying on fear-based messaging, we created concepts that felt human, direct and grounded in shared values.
Placement strategy aligned physical and digital touchpoints, surrounding drivers with consistent reminders in the moments that influence behavior. The campaign also supported the rollout of updated residential and business district speed limits, ensuring policy and communication moved forward together.
Results: Reinforced
