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Southend borough council

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Ideas in motion campaign

  • Brand
  • Digital
  • Content

We were charged with creating an identity and campaign that would present the residents of Southend-on-Sea with a range of alternative ways to travel rather than using cars, and some compelling reasons to do so.

SOS IOM

What We Did

  • Stakeholder engagement
  • Campaign strategy
  • Campaign concepts
  • Behavioural change campaigns
  • Brand creation
  • Copywriting
  • Advertising print, outdoor and online
  • Leaflets, posters and flyers
  • Illustration
  • Guidelines
SOS IOM

How We Helped

After research the conclusion was that the simplest arguments – go green – would have little impact, where as a focus on health, ease, cost and time to yourself would resonate well. Basing the campaign on user generated ‘ideas’ consisting of tips and tricks for travelling around the city.

SOS IOM

Results

In 2013 19% of people had heard of our campaign Ideas in Motion, by 2015 that had risen to 48%. In 2015 monitoring and evaluation to the councils LSTF programme:

  • 30% of respondents indicated that they had decreased the amount they drive
  • 46% of respondents said they had increased the amount they walk
  • 40% of respondents said they have increased the amount they cycle

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