The Yellow Lines campaign reframed everyday reminders of safety by connecting visible cues with personal choice. “Yellow lines are everywhere” — on roads, platforms, and workplaces — guiding us to pause, watch, and act safely, but in many places there are no lines at all.
Taking this insight and translating it into the campaign’s message was that injury prevention isn’t delivered by markings on the ground — it’s driven by the conscious choices we make in everyday life.
The work ran across TV, digital, outdoor, video in transit stations and social channels nudging British Columbians toward safer behaviour in moments of risk.
“Yellow lines are in a lot of places to protect us, but when they’re not there, preventing serious injury is up to us.”
— Preventable campaign messaging
