SHOMREI HADERECH
Who are you calling a snitch? When a well-intentioned road safety initiative gets a bad rap, it’s time for a rebrand.
Shomrei Haderech is a national road safety initiative led by the National Road Safety Authority, in collaboration with the Israel Police and the “Nativ Batuach” organization, aiming to transform driving culture in Israel.
As part of the initiative, Shomrei Haderech volunteers document life-threatening traffic violations, which are then forwarded to the police for action. Less severe infractions aren’t reported to the authorities but instead trigger an awareness letter to the driver—because sometimes, a simple nudge can make all the difference on the road.
The Aha Moment
We transformed Shomrei Haderech’s image from being seen as a “snitch” into being recognized as one of us. By reworking the tone of our notification letters, we turned what was once viewed negatively into a positive contribution that helps make our roads safer and more enjoyable—so long as it doesn’t result in a police report or fine.
The New Brand Narrative
We believe that big mistakes start small—after all, we’re all human. Instead of judging or calling out, we choose to recognize and learn from small errors together. This approach not only elevates road safety but also enhances driving culture in Israel by uniting us all on the same team.
Giving the Brand a Social Life
The "Small Mistakes" narrative was brought to life on social media through playful illustrations of small, harmless "monsters"—as long as we acknowledge them and address them in time. This visual language is now a core part of Shomrei Haderech’s social presence, helping to deliver key messages, share updates, and encourage more people to join the community.
Credits:
Strategy & Lead: Alon Weinpress & Atara Biller
Art: Miriam Yochevetz
Copywriting: Roy Green
