Refreshing an Iconic Public Safety Campaign

"See Something, Say Something" Campaign for Transperth

For more than a decade, the "See Something, Say Something" campaign has been an iconic part of the Transperth network.

Millions of Western Australians have encountered its distinctive stickers and messaging throughout trains, stations and buses during their daily commutes. The campaign became more than signage—it became a familiar reminder that public safety is a shared responsibility.

So when the team at Transperth and local agency Moonsail approached me to help create the next generation of artwork for the campaign, it was an opportunity I couldn't refuse.

The Challenge

The original campaign had achieved strong recognition across Western Australia, which meant the challenge wasn't to reinvent it entirely.

Instead, the task was to:

• Modernise the campaign while preserving its recognisability.
• Create artwork that would resonate with a broad and diverse audience.
• Refresh the visual language for a new generation of commuters.
• Maintain the campaign's importance and authority while making it feel engaging and approachable.

The work also carried an additional responsibility: the campaign would be seen by millions of people across the city, every single day.

The Creative Approach

Public safety campaigns are often required to communicate serious messages in environments filled with competing information and visual noise.

The approach was to develop an updated illustration style that felt:

• Friendly and approachable.
• Instantly recognisable.
• Highly adaptable across the Transperth network.
• Capable of communicating important messages without relying on fear or overly corporate visuals.

Illustration provided an opportunity to humanise the campaign and create a visual language that could engage people of all ages and backgrounds.

The refreshed artwork was designed to sit naturally within the everyday commuting experience while continuing to reinforce one simple but powerful message:

If you see something that doesn't feel right, say something.

Designing for Public Spaces

Because the campaign exists across an extensive transport network, the creative solution needed to work across a wide range of applications, including:

• Station signage
• Window decals
• Stickers and posters
• Digital displays
• Wayfinding and environmental graphics

The illustrations were created as a flexible system, ensuring the campaign could remain consistent while adapting to different formats and touchpoints.

Services

• Illustration
• Campaign Refresh
• Public Awareness Campaign
• Environmental Graphics
• Visual Systems
• Art Direction Collaboration

Client

Transperth

Agency Partner

Moonsail

Result

A refreshed visual identity for one of Western Australia's most iconic public safety campaigns, ensuring the "See Something, Say Something" message remains engaging, recognisable and relevant for millions of commuters across the Transperth network. The campaign successfully evolved one of Perth's most recognisable public safety initiatives while respecting the equity and trust that had been built over many years.

For me personally, the project was particularly meaningful. Opportunities to contribute to work that becomes part of the daily experience of an entire city are rare, and being able to help shape a message that positively impacts the community made this one of my most rewarding public projects.