Shanghai General Motors: Human traffic sign

This case study describes how Shanghai General Motors' Buick brand was employed to improve road safety awareness and to change the behaviour of people in China by the use of human traffic signs.

Shanghai General Motors: Human traffic sign

Lowe China

What were the objectives for the creative work?

This paper tells the story of a unique and multi award winning road safety campaign for Shanghai General Motors Buick brand.

Every 3 minutes in China, someone is injured from a traffic accident. Every 10 minutes, someone dies from one. Pedestrians and drivers failing to acknowledge and obey traffic signs are key to these tragic statistics. Over half of these injuries and fatalities could have been avoided, if drivers and pedestrians had just followed the traffic signs1.

As part of Buick's Corporate...

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