The statistics are clear: one of the preeminent hazards of our city’s nightlife is collisions between cars and pedestrians. Alcohol, high traffic volume, and low visibility increase the frequency and severity of jaywalking collisions in the entertainment districts of Edmonton. The highest risk demographic were men and women between the ages of 18-29. We needed them to interact with a message they would normally ignore.

Telling bar patrons not to jaywalk instantly flags you as a stick-in-the-mud. To relax the message, we spoke in the language of our target audience – we created retro-style arcade cabinets and remixed a classic video game, blended with our message.

Play at www.notagame.ca