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Don't be a righturd.

SFMTA Don't be a righturd campaign — bus shelter poster

The Project

Everyone in San Francisco has a villain on the road. The Tesla guy on autopilot. The DoorDasher parked in the middle of the bike lane. You can describe yours perfectly. You are, without question, one of the reasonable ones. But at that light, in that right lane, you stop seeing everyone. The bike. The scooter. The car. Nobody thinks they're the idiot at the right turn.

What We Were Solving

Right turns. That's it. The boring, automatic, done-it-a-thousand-times right turn is putting hundreds of cyclists and scooter riders in the hospital every year. Since COVID, those numbers skyrocketed. Drivers stop checking. Riders move to the sidewalk. Pedestrians inherit a problem they didn't ask for.

How We Got There

People always look for someone else to blame, but it doesn't do any good to be divided on the road. So we created names that speak to everyone about everyone... righturds (little shits at right turns) and righyiots (idiots at right turns). We also created a custom typeface that came straight from the streets of San Francisco, all based on right turns.

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