Bermuda College students pitch bold road safety campaign “THE ONE”
Students from the Bermuda College Media Arts programme took centre stage recently as they presented original campaign concepts aimed at tackling Bermuda’s ongoing road safety crisis through a new initiative titled ‘The One’.
The project challenged students to rethink traditional road safety messaging by repositioning the designated driver as the hero of the story.
Working in small groups, students were given five minutes each to pitch their vision of The One, outlining a full media campaign supported by a proposed 60-second public service announcement (PSA).
The assignment required students to apply key principles of research, pre-production, production and post-production, drawing on real statistics, behavioural insights and creative storytelling techniques.
Rather than producing the final video, students were assessed on their ability to clearly communicate the concept, strategy and intended public impact of their campaign within a tight presentation window.
The pitches were delivered to a panel of industry professionals and special guests, including:
- Michael Weeks, the Minister of National Security
- Patrice Fisher, American actress and special guest judge
- Lamone Woods, Channel 82 / Crimson Multimedia
- Sia Spence, Frames of the Future
- Nkenge Warren-Swan, Toastmasters
- Trevor Lindsay, TNN
The event highlighted how creative education can intersect with national priorities, particularly as Bermuda continues to address the human cost of road fatalities.
Several presentations prompted robust discussion around audience engagement, accountability, and the role of media in shaping safer behaviour.
The arts programme is facilitated by Dr Dana Selassie, who designed the assignment to simulate real-world pitching environments while embedding social responsibility into the learning experience.
“This project asked students not only to be creative, but to be conscious,” said Dr Selassie. “They were required to think critically about impact, messaging and how media can influence real behaviour in our community.
“I am intentional about challenging my students to work on projects that go beyond course requirements and make a meaningful contribution to Bermuda.
“Road fatalities are not theoretical, they are real, and this is a national crisis that affects families across our island.”
She added: “Having experienced industry professionals in the room allowed students to receive invaluable feedback on how to strengthen their message, sharpen their presentation skills and build a more authentic connection with the audiences they are trying to reach.”
Following the presentations, the project concept developed by students Zuri Durham and Kejah Weeks was selected as the campaign the class will continue to develop during the live project phase of the course.
Their concept will now form the foundation for refining the strategy, messaging and creative execution of The One campaign.
Winning students also received a gift from Channel 82, presented by Lamone Woods, who encouraged them to remain focused, keep creating and continue building their skills.
Drawing on his industry experience, Mr Woods offered practical guidance and challenged students with key insights aimed at helping them succeed in Bermuda’s media landscape.
All participants were invited to attend a practical acting and performance workshop last weekend, hosted by Sia Spence and Patrice Fisher.
The workshop focussed on on-camera confidence, storytelling and performance techniques relevant to both film and public service campaigns.
Necheeka Trott, Assistant to the President for Strategic & Special Projects stated, “Bermuda College remains committed to delivering an education that extends beyond the classroom, connecting academic learning with real-world challenges facing the island.
“By integrating practical assignments, professional mentorship and community-focused projects, the College equips students with the skills, confidence and social awareness necessary to engage responsibly, creatively and effectively in Bermuda’s evolving media and cultural landscape.”