With a high number of male pedestrian casualties, Luton Borough Council asked us to develop a poster and press ad highlighting the need to be aware on their roads. Taking advantage of a billboard situated outside Luton Town FC and the match day program, we developed an idea that borrowed football terminology. Anybody, who has ever played football, will have been told to ‘lift their head up and have a look’ before crossing the ball. This phrase fitted perfectly with the instruction to look before crossing a road. And the notion of injury time allowed us to express the statistical data in a simple, interesting and relevant way.