The City of Vancouver People are Fragile ad campaign puts the responsibility of pedestrian safety in the hands of pedestrians. As vigilant as drivers should be, sometimes accidents happen. But if pedestrians are equally vigilant, these accidents can be more easily avoidable. People are fragile, as stated in the tag line, not invincible. They are like porcelain figurines.
Created by Vancouver-based ad agency Hot Tomali, the City of Vancouver People are Fragile ad campaign encourages pedestrians to "always cross at intersections." Jaywalking (and cycling) can be extremely dangerous and lead to terrible consequences.
The City of Vancouver People are Fragile ad campaign was photographed by Philip Jarmain and post produced by Paul Lang with graphic designs by Davinder Deo and Wells Stringham.