STEVE – a quirky, lively and poignant animation aims to give the viewers a different perspective on road safety by focusing on the hidden danger on the roads. Deaths due to road crash injuries is the number one killer of youth between 15 and 29 years old. Our challenge with this project was creating a road safety story that had not been heard before, universal enough for an international audience. The idea grew from an angry driver to the life of a modern tribesman, trying to navigate and survive the urban jungle he’d created. He discovers that roads are inescapable, they are everywhere. In this video we follow him on his journey. We are hoping to roll-out multi-lingual versions in the future. As a testament to the animation we received a moving letter from a pediatrician representative of the Red Cross teaching road safety in Costa Rica. “It was so entirely moving and interactive.” “I didn’t think 6th graders could be so affected by Steve, who we have grown to love.” “This made a huge impact on them.”