We inspired bus drivers to keep safe
First Bus
- Illustration
- Storyboarding
- Motion & animation
First Bus is one of the largest regional bus operators in the UK with approximately 6,400 buses and 14,000 employees. Every day there are over 1.1 million daily passenger journeys which connect communities and bring people together from all walks of life. First Bus is committed to training their drivers to the highest standards and proactive in looking at new ways to engage their diverse workforce. They asked us to make a Health and Safety video that would stand out, and remind drivers of the risks that might lead to accidents while delivering key safety messages that would engage new and experienced drivers alike.
A timely reminder
First Bus wanted the video to highlight the main risk areas for customer safety and collisions which are: proceeding as normal, left-hand turns, pulling into bus stops and pulling out from them when safe. We were also to include a reminder of the Smith 5 Keys which is a key safety principle that helps drivers navigate their way through challenging environments.
The making of it
The decision was made to give these videos their own distinct look, with a fresh illustrative style unlike anything First Bus had used before – which also made sense with a company rebrand underway behind the scenes. Our illustrator created characters and scenes from scratch, imbuing them with warmth and personality and importantly facial expressions, crucial in conveying the emotion needed for the video subject matter.
All the way through, the focus remains on the action with the periphery a subtle backdrop so the viewer’s attention is never distracted from the important messages. The video might be watched on a screen in a bus depot, so it was important it was easily understood if there was no sound.
One to watch
In the video we follow a bus driver on his route. We see him encounter and react to certain hazards such as people stepping out in front of the bus, pulling into a bus stop, and being mindful of elderly passengers. Instead of cutting away to read the key messages, we’ve incorporated them into the street on poster sites, bus sides, shop fronts, and even air fresheners. These messages flag up potentially hazardous situations and how drivers should respond to them.
The road to success
It was fantastic to hear from First Bus that the video was well received by their drivers. The animation not only encouraged engagement and held people’s attention but also led to reflection on safety practices. We are delighted to say, from some initial research conducted by the client, there was a reduction in collisions after the video launched during Road Safety Week. We can’t ask for more than that.
66%
of viewers took a follow-up quiz indicating active participation
86%
of viewers rated the video 4 or 5 stars for effectively conveying safety messages
96%
expressed interest in more videos
