Why?

Magpies have a reputation of swooping and injuring pedestrians in Australia. This happens during their nesting season but many people still aren’t aware of why they act this way. This campaign aims to give swooping magpies a voice in the state Victoria. It is targeted at children walking to school in order to reduce fear and raise awareness on how to be safer. 

How?

Fun. Interactive. Educational. State-wide campaign with school visits for made up character ‘Maggie the Magpie’. A simple and friendly typeface is used as children would be at different reading levels. The colours used are inspired by toys and ice lollies as using familiar and softer colours would benefit the campaign’s objective to reduce fear.