Marketing and Advertising Bournemouth and London

Fireworx is a creative, marketing and digital agency that’s here for entrepreneurs, the risk takers, the crazy ones, those who want to stand out from the crowd.


From our offices in London and Bournemouth we’re ranked in the UK’s top ten elite agencies by The Drum. Deploying disruptive thinking we solve business challenges, better defining a clients competitive

advantage, transforming brands and driving faster growth.


Offering payment based on results, fixed fees and backed by our creative guarantee, whether your focus is engaging with other businesses or consumers, discover how we help.

$150 - $199 / hr
10 - 49
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Bournemouth, United Kingdom
  • Bryanstone Works 11 Upper Norwich Road
    Bournemouth BH2 5RA
    United Kingdom
other locations
  • Second Floor, 1 Alfred Place
    London WC1E 7EB
    United Kingdom


Key clients: 

AXA PPP Healthcare, Health-on-Line, SecureHealth, Christs Hospital, Capitama, The Police, Bistech, Dataquest.

Choices for Humanity Image

Choices for Humanity

Fireworx was challenged by Dorset Road Safety Partnership to create a new, fresh and innovative road safety

campaign that encouraged a ‘road respect’ culture in Dorset. Targeting all road users, the campaign’s objectives

were to:

• change ambivalent driver behavior to road safety

• encourage drivers to respect other road users

• highlight the benefits of being more considerate other road


• be eye-catching and memorable

• create a ‘feel good’ factor, making Dorset’s roads safe and happy

• create a recognisable brand and tag-line

• reduce the number of people killed or seriously injured on Dorset’s roads

Prior to developing the creative approach the FWX team carried out extensive research including:

• road user research forums

• analysing previous national / regional road safety campaign messaging

• attending a Dorset Police road safety awareness course

• one to one interviews with key client stakeholders

The research indicated that a successful road safety campaign needed to:

• bridge the gap between vulnerable road users ( cyclists, horse riders, pedestrians) and car / van drivers

over the priority/ ownership of road space

• avoid being patronising towards road-users

• move the emphasis away from life-changing outcomes (death, serious injury, imprisonment)

• be subtle, edgy yet attention grabbing

• make people smile, but also make them more aware / educated

Using their disruptive thinking ethos and taking inspiration from Cards Against Humanity (a card game, in which

players complete fill-in-the-blank statements using risqué words or phrases), FWX conceptualised an empathetic

and thought-provoking campaign creative using a collection of messages encouraging road users to make better

choices. At the heart of this was the intent to spark a conversation and create intrigue that resonated beyond the

‘scare – tactic’ campaigns of old.

The title of the advertising campaign was Choices for Humanity, and asked road users a series of questions with

two answers on playing cards for them to choose from. Each question had a distinct message alongside the core

campaign message: ‘The road is not a game.’