The City of York Council required specialists in Behaviour Change to develop their social media campaign to promote the increase of active travel across York. This was part of a national government incentive to decrease carbon emissions in well populated, built up cities.

 

The brief was to develop a campaign that would encourage York residents to make the switch to active travel (i.e leave their cars at home and either walk/cycle or use public transport). Working with a team of experienced Behaviour Change specialists and collaborating with another designer, we found that we could break the audience up into four separate categories and develop a tailor marketing plan that targeted these four separate groups specifically, which were: Families (Make it Safer messaging), Commuters (Make it Easier messaging), Environmentalists (Make it Greener messaging), Students (Combined messaging)

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The campaign categories and key messaging were created following detailed research including competitor analysis, attending seminars, council meetings, activist meetings, reaching out to schools, contacting local transport authorities, hosting focus groups and sending out tailored questionaries to the public to discover what motivated/demotivated their decision to participate in active travel. 

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For me, this project was especially enjoyable because not only was I involved with the visual design side of things, I was heavily involved with the initial research, user experience and compilation of findings. As a result I was asked to create and supply content for the entire campaign.