STRATEGY
MARKETING
Israel Airports Authority Campaign
Long-term campaign strategy and branding for increasing awareness of ionizing radiation among employees at Ben Gurion Airport. Including the development of a clear visual language and a system of messages tailored to different touchpoints, engaging employees at multiple moments throughout their workday.
What I Did
Visual messaging across multiple touchpoints
Sector
Public
Created Under
BDO Digital
Role
Creative Team Leader
When
July 2025
Airport security staff work near screening machines and undergo annual regulatory safety exams. With a clear KPI to improve pass rates, we researched comparable public awareness campaigns focused on accessible information design.
Based on these insights, we developed a clear and engaging visual language- supported by a simple, recognizable campaign character—that delivers essential safety knowledge in short, visual, and easily digestible moments, designed to spark curiosity and encourage action throughout the workday.
The campaign launched through teaser content across internal employee platforms and workstations. It then expanded into a series of educational touchpoints designed to accompany security staff throughout their workday, allowing key information to be absorbed organically as part of their daily routine.
The Journey
01
Background & Research
In the first phase, we researched comparable campaigns in Israel and abroad that demonstrated measurable real-world impact. One key reference was the Australian railway safety campaign Dumb Ways to Die, which used humor, viral video content, and interactive play to achieve a reported 21% reduction in accidents near train tracks.
Another important inspiration came from Duolingo- not as a campaign, but as a system, where a strong, character-driven approach creates engagement, consistency, and long-term behavior change. These examples informed our thinking around accessibility, memorability, and the power of a recognizable mascot in educational communication.
02
Three Strategic Directions
the research led us to define three distinct strategic approaches to the campaign.
The first- Relatable Disruption, focused on introducing small disruptions into the employees’ everyday routines, using humor and an approachable tone inspired by social media mems culture- short, timely message units that combine educational content with familiarity.
The second approach centered on a mascot character: a defined presenter designed to lead the campaign and deliver messages in a memorable, consistent, and highly visible way across all touchpoints.
The third approach explored gamification, building the campaign around an interactive game with daily challenges and progression mechanics, designed to support learning through active participation.
Following presentation and discussion, the mascot-led concept was selected as the foundation for the campaign.
03
Character Design & System
We then moved forward with defining the campaign character. The name Ray was a natural choice- referencing X-ray technology used in the screening process.
As the character’s form and personality took shape, it became clear that a warning light would sit at the top of his head, visually echoing the language of the screening machines and reinforcing the safety message in a simple, immediate way.
