This was a skateboard helmet safety campaign aimed at adolescent skaters. There is a stigma amongst park and street skaters which makes them refuse to wear a helmet despite the staggering safety statistics. The campaign was intended to meet them on their own turf and was centered around bloody spray painted messages directly on the concrete where they skate. Their own excuses for not wearing a helmet were graphically used to convey the serious nature of head injuries incured while skating.
As part of my Master's coursework, the campaign included a logo, varied stencils, several posters, stickers and apparel.