Rare Helps Stop Traffic!
October 2008
Our team of public sector marketing specialists have spent the summer devising a campaign to raise awareness of European Mobility Week activity in South Yorkshire.
The highlight of European Mobility Week is In Town Without My Car Day, which was held in towns and cities across Europe on 22nd September, and involves opening up town centre streets for people to enjoy walking and cycling.
The overall aim of the campaign is to encourage people to consider alternative methods of transport to single occupancy car journeys, such as walking, cycling, using public transport and car sharing.
The campaign we developed used photography and animation to create a central character, Mr Car Potato, and was delivered through a range of media including magazine and press advertisements, outdoor media such as billboards and telephone kiosks as well as signage and posters.
We also produced an information booklet which was distributed to 20,000 people through local businesses, libraries, colleges and our radio partner Hallam FM.
The Rare designed and built website www.gotravelchallenge.com offers visitors additional information and an opportunity to pledge to reduce single occupancy car use by signing up for the Go Travel Challenge.
Early indications are that the Mobility Week project has been a huge success and the more and more across South Yorkshire are signing up for the Go Travel Challenge.
Account Manager Dan Broadbent said "We're glad the Car Potato has been so well received because we've worked too hard to jacket in, in fact we've worked out of our skin, everyone chipped in to make the campaign a smash hit!"
