Synthesis Creative Lab Turns Pedestrians Into 'Living Signs' for Road Safety in Uzbekistan

Uzbekistan faces a critical shortage of road signs and street lighting, particularly at night. Frequent power outages plunge streets into darkness, making pedestrians nearly invisible. In Tashkent alone, 15,000 road signs are missing, and another 22,000 need replacement. This lack of visibility contributes to high fatality rates, especially during night-time hours.

Synthesis Agency set out with a clear objective: to find an immediate and effective way to enhance street safety without waiting for large-scale infrastructure changes.

The Impact

In response to the rising number of nighttime road accidents, Synthesis Agency, Gross Insurance, and Uzum Market joined forces to develop a simple yet powerful solution for improving pedestrian visibility. This collaboration led to the launch of Visible Bag, a reflective shopping bag featuring a pedestrian crossing road sign. Designed to help pedestrians stand out to drivers, Visible Bag Campaign aims to reduce accidents, particularly in areas affected by frequent power outages.

The Solution

The Visible Bag initiative introduces a simple, yet effective way for pedestrians to increase their visibility. Instead of receiving traditional shopping bags, Uzum Market customers are given reflective bags emblazoned with a pedestrian crossing sign. These bags transform pedestrians into “living signs,” making them more visible to drivers - especially in poorly lit areas.

With support from the Ministry of Internal Affairs, the campaign expanded its reach by distributing the bags to schools. This further extends the initiative’s impact, making it a truly widespread effort.

Together Against Inaction

At the heart of this project lies the power of collaboration. By bringing together businesses from two very different sectors - insurance and e-commerce - Synthesis Creative Agency demonstrated how synergy can drive meaningful change. This partnership has also inspired other businesses and government entities to join the cause, signaling a shift toward collective action. It stands as a rare example of business collaboration and social responsibility coming together to make a tangible impact on society.

“I'm truly proud that we’re in a position to create socially impactful projects in our country—initiatives that not only serve business goals but, more importantly, shine a light on real issues and provide tangible support to those in need. This mission is deeply rooted in the very DNA of our agency.” said Alina Mirzaeva, founder and managing director of Synthesis Agency.

Synthesis Creative Agency Stages a Road Safety Experience at the Tashkent Marathon

During the Tashkent Marathon, the capital’s largest sporting event with over 1,500 participants, the Synthesis team distributed Portable Sign bags to all runners, turning them into moving symbols of road safety - “living signs” on the streets. This unexpected twist not only boosted the project's visibility but also demonstrated how simple ideas can grow into large-scale public movements that inspire meaningful social change. An emotional experience that not only informs people but also activates them.

"The biggest challenge in executing this campaign was producing tens of thousands of high-quality reflective bags in a short time frame. We overcame significant logistical and technical hurdles to bring the idea to life. With support from the Ministry of Internal Affairs, we expanded the campaign by distributing bags to schoolchildren, further amplifying its reach and impact." said Farrukh Sharif, ECD and partner, Synthesis Agency.