Project Pictogram

Project Pictogram banner

Project Pictogram is an awareness campaign encouraging motorists and other road users not to engage in dangerous behaviours whilst driving. It is based around ‘nudge theory’, which uses simple imagery as 'nudges' to influence behaviour. 

Having this simple branding applied to vehicles which are often seen across the Island provides frequent 'opportunities to see' for motorists at the right place, at the right time; when they're driving.

The targeted behaviours are:

  • Speeding
  • Distractions
  • Seatbelts
  • Driver Impairment
  • Following Too Close / Tailgating

The first four are known nationally as ‘The Fatal Four’. They are nationally recognised priorities for our partners within the emergency services.

The Isle of Wight Council, Island Roads, Amey and the Ambulance Service have stickers applied to suitable vehicles.

More information on the Project Pictogram scheme can be found on Hampshire & Isle of Wight Fire and Rescue Service’s Website.

We encourage local businesses and organisations to support the campaign. If you’re interested in taking part, please e-mail