The City of Columbus needed a compelling action plan to communicate its commitment to bringing roadway-related deaths in Columbus to zero.

  • Brand
  • Copywriting & content
  • Graphic design
  • Social media

The challenge
Vision Zero is a global initiative that aims to bring the number
of roadway-related deaths to zero by fundamentally rethinking the transportation system and rejecting the narrative of fatal traffic crashes as “accidents” instead of preventable crashes. As a Vision Zero Network member, the City of Columbus needed to produce an action plan that educated residents on Vision Zero Columbus’ goals, outlined its steps to increase safe, healthy and equitable mobility for all, and inspired citizens to hold the city accountable. The city’s awareness campaign aimed to reduce traffic crash deaths and serious injuries and encourage citizens to take the Vision Zero Columbus pledge.

Action Plan brochure key spreads


The City of Columbus engaged treetree to bring its wealth of data and insights to life through design and copywriting, social media, and swag. Because Vision Zero uses input from local government agencies, institutions and residents to consider all aspects of the transportation system, presenting information in a thoughtful and digestible way was key.

Action Plan strategies foldout spread


treetree’s professional and creative team brought our Vision Zero work to life. They worked with our core team, under tight deadlines, and produced an excellent product.

Vision Zero Core Team | CITY OF COLUMBUS

With the completed action plan in hand, our team developed a social media campaign to drive community members to the landing page and take the pledge. We tested two concepts: The first invited residents to get to know Vision Zero and take action together, while the second concept asked residents to help save lives by taking the pledge. Both concepts drew on statistics to demonstrate how deeply traffic crashes impact the community.

Social media posts


The Vision Zero campaign is ongoing as the city has committed to long-term changes to make mobility safer for everyone. As the city works toward the goal of ending crash-related fatalities, the action plan and progress reports remain live for the community’s reference.