Faced with a critical shortage of road signs and widespread street lighting failures, Uzbekistan is turning to innovation to improve pedestrian safety. A new public campaign highlights the country’s growing struggle with nighttime road hazards, particularly in the capital, Tashkent, where an estimated 15,000 road signs are missing and another 22,000 require replacement. Frequent power outages have plunged streets into darkness, dramatically increasing the risk of traffic fatalities after sunset.
In response, a creative alliance between Synthesis Agency, Gross Insurance, and e-commerce giant Uzum Market has launched a practical and impactful initiative: the “Visible Bag.” This reflective shopping bag, emblazoned with a pedestrian crossing symbol, is distributed to customers instead of standard plastic bags. Designed to improve visibility in poorly lit conditions, the bag effectively transforms pedestrians into “living road signs,” making them more noticeable to oncoming vehicles.
The campaign exemplifies how collaboration across industries can yield real-world solutions. “By merging the resources of insurance and e-commerce sectors, we’ve proven that meaningful change is possible through strategic partnerships,” said Synthesis Agency, which spearheaded the initiative.
Alina Mirzaeva, Founder and Managing Director of Synthesis, emphasized the campaign’s broader mission: “I’m truly proud that we’re in a position to create socially impactful projects—initiatives that not only serve business goals but also highlight real societal issues and deliver practical help to those most affected.”
The project gained additional momentum during the Tashkent Marathon, the capital’s premier running event. Over 1,500 participants received the “Portable Sign” bags, turning the marathon into a mobile road safety demonstration. “This unexpected twist not only elevated the campaign’s visibility but also showed how simple, thoughtful ideas can evolve into wide-reaching social movements,” the agency noted.
Despite its success, the campaign faced serious production hurdles. “The biggest challenge was manufacturing tens of thousands of high-quality reflective bags in a limited timeframe,” said Farrukh Sharif, Executive Creative Director and Partner at Synthesis. “We overcame logistical and technical obstacles thanks to the dedication of our team and support from the Ministry of Internal Affairs.”
With the campaign now expanding to schools, where reflective bags are being distributed to children, the effort is gaining national traction. What began as a response to a public safety crisis is now igniting a broader movement—one that demonstrates the power of creative collaboration in driving social change.
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