Campaign Branding - Choose 30
- Client:
- Hampshire County Council
- Project:
- Village speed campaign branding
Brief
Our brief was to produce an eye catching campaign and deliver an integrated range of collateral and mobile advertising for the Village 30 campaign, a Hampshire County Council initiative to encourage drivers to adhere to a 30 mph speed limit whilst driving through Hampshire's villages.
The campaign would initially be rolled out to 36 Hampshire parishes in September 2008, with over 60 more joining the scheme early in 2009.
Creative approach
After conducting some initial research on speeding statistics, we identified that the majority of people who do speed do so due to a 'it won't happen to me' attitude, a belief that driving at 40 instead of 30 will not matter and has no immediate negative impact.
We therefore decided to concentrate the key campaign message on encouraging drivers to take responsibility for their behaviour and understand the implications of speeding, ultimately making speeding through villages a socially unacceptable behaviour. It's not about forcing drivers to drive at 30, rather about them making a conscious choice to do so.
To ensure a structured approach to the campaign, we created an umbrella brand concentrating on this message. The identity was developed to work across all communications and provide a consistent visual message.
Development and rollout
The developed brand concentrated on the 'Choose 30' message, with an eye catching identity designed to grab attention and tie in the various community demographics that would be effected by speeding through villages.
The identity also incorporates the "Your decision makes all the difference" strapline, reinforcing the message that how individuals choose to drive makes a difference.
The next stage of the project involved developing a range of promotional material appropriate to the target audience. We contacted the 36 Parishes involved in the initial roll out of the scheme, to determine their requirements for promotional literature and what campaign exposure opportunities existed within their local area.
As a result of this research, the 'Parish Pack' was developed. This comprised of a fully branded, cardboard engineered box, containing a range of collateral to help the Parish communicate the 'Choose 30' message to residents. The aim was to gain their support for the initiative and also provide materials to promote the message to individuals or groups passing through the village.
Included in the pack were four different posters, information leaflets, wheeled bin stickers, and a resource CD containing a series of adverts, logos and information documents.
Mobile advertising was also created to form an integrated campaign, including bus back adverts, beer mats and sandwich bags for use across the county.
The campaign was reinforced throughout with powerful messaging and imagery, illustrating both the positive and negative outcomes of driversŐ choice of speed.
We have now worked with the Escape on various road safety campaigns over the last two years. Once again I have been encouraged by their creativity and enthusiasm for the campaign and this time was no exception. They delivered on time, within budget, always paying attention to detail, overcoming issues and offering solutions to any problems that occurred.
Karen Lawson, Assistant Road Safety Services Manager
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