Rapid City Police Department – Play Attention


Each year, more than 10% of America's traffic fatalities are pedestrians. We worked with the Rapid City Police Department to develop a public service campaign to combat the climbing number of pedestrian accidents.
The team at Lawrence & Schiller developed creative in the style of an old-school video game that included two TV spots, social media elements, radio and billboards. We even took the campaign to the downtown Rapid City streets with a police escort to spray paint pedestrian safety messages near crosswalks. The 8-bit graphic style carried the campaign theme “Play Attention - One wrong move and it's game over."