Behind the Scenes: Bringing Billings Safe Routes Campaign to Life

Kinetic Greenhouse partnered with the City of Billings to help tell a story that matters to our community. My team and I had the wonderful opportunity to help film three commercials for the City’s Go Slow • Be Safe • Be Kind campaign.

The City of Billings’ Go Slow • Be Safe • Be Kind campaign is designed to make getting to and from school safer for Billings students. Launching in fall 2026, the campaign encourages parents, guardians, drivers, and students to slow down, stay focused, practice safe behaviors, and be kind around school zones and walking, biking, and rolling routes. The campaign was shaped by community input, including focus groups with parents, school staff, and children, as well as a survey of more than 1,000 community members. As part of the campaign’s pilot year, the City launched three PSA videos and Kinetic Greenhouse had the opportunity to help bring those messages to life.

Behind the Scenes

Our team, a videographer, a City of Billings team member, and a handful of energetic children arrived early one morning at a local school. After a quick debrief on the vision for the first commercial, we got right to work.

I even got to put my acting skills to the test and participate in the first advertisement as a “distracted young professional” who wasn’t paying attention to the road. While being in front of the camera was a little different from my usual role behind the scenes, it was a fun way to experience the project from a completely different perspective.

Once we had enough footage for the first video, we packed up and headed to our next location. Over the course of the shoot, our team visited three different schools, filmed three different commercials, and met a handful of wonderful community members who helped us bring this meaningful message to life.

Marketing With a Purpose

Projects like this are a great reminder that good marketing isn’t always about selling something. Sometimes, it’s about helping people understand something that affects their everyday lives.

For this campaign, we wanted the final videos to feel meaningful, approachable, and memorable while encouraging the Billings community to take a little more care when traveling around schools. We’re proud to have played a small part in helping the City of Billings share a message that can make a real difference for students and families in our community.

Watch the commercials on the City of Billings website! https://www.billingsmt.gov/3270/Go-Slow-Be-Safe-Be-Kind-Billings-School-