The Civil Aviation Authority faced a challenge of reducing mid-air accidents and the number of near collisions at unattended aerodromes. Recognising the need for a comprehensive safety campaign, we embarked on designing the ‘Work Together, Stay Apart’ campaign.
The campaign’s key message, reflected in its name, emphasises that collaboration is needed to address airborne conflicts. The logo cleverly combines elements of aviation with a plane’s wing, a zip’s interlocking form symbolising a strong bond, and a bird’s eye view of people paddling a waka as a nod to the teamwork required. The alternating wings visually convey the importance of staying apart, while the overall upward movement signifies unity. Stressing how everyone needs to work together to keep each other safe in the skies.
The campaign delivered a cohesive visual identity and suite of engaging resources, including posters, brochures, stickers, and pens, as well as online content for social media, web banners and animations. The ‘Did you know…? animation series reminds pilots of crucial but commonly overlooked flight rules. These short, snappy and informative animations, shared on CAA’s social media channels, are designed to drive an immediate change in behaviour and motivate pilots to revisit flight training material. The campaign effectively communicates air safety through hard-hitting statistics and familiar phrases, using varied aircraft illustrations to represent and engage pilots from different areas of aviation.
