Scoot Safe

“The World’s First Short-Form Video Traffic Signage”
E-scooter riding, which has become a global issue, is also a major social problem in South Korea, with accident rates increasing immensely and requiring urgent resolution. Usage among young adults in their 10s and 20s was the highest, with the highest number of accidents occurring near university campuses and school zones. In South Korea, specifically, new legal systems regarding e-scooters have been created, but there have not been any traffic signage designs to communicate these changes.
So, we designed a new e-scooter signage system that effectively raises awareness about the various issues surrounding e-scooter driving, especially among the target audience, young adults in their 10s and 20s. As a result, we launched the Scoot Safe campaign, creating the world’s first short-form video traffic signage that portrays dangerous situations encountered on e-scooter rides in an easy, fun, and relatable manner. The videos were distributed via QR codes, to be viewed upon scanning the QR codes on e-scooters near university campuses, allowing students to learn essential traffic laws quickly and easily. Scoot Safe introduces a novel concept of traffic signage that allows newly created regulations and safety knowledge regarding e-scooters easily visible and relatable to everyone, anytime and anywhere. Targeting young adults in their 10s and 20s, the demographic with the highest e-scooter usage in South Korea, we differentiated ourselves from traditional traffic signs by implementing new designs and media. Catering to e-scooter users who desire more individuality, convenience, and speed, we first designed 10 core traffic signage designs that every rider must know using ergonomic pictograms. We then created witty short videos through storytelling, showcasing various situations and ultimately raising awareness of traffic signage that were previously overlooked.
Scoot Safe, which introduced a new direction and innovation in traffic signage, was launched as a public campaign in collaboration with the Regional Innovation System (Mobility ICT Division) of the Ministry of Education and Kongju National University. The campaign gained immense exposure within the Cheonan area despite its low budget, effectively addressing e-scooter accident issues and greatly benefiting the local community.