Magazine article Marketing

Golden Jubilee Awards 2009: Not-for-Profit Marketing

Magazine article Marketing

Golden Jubilee Awards 2009: Not-for-Profit Marketing

Article excerpt

WINNER

Brand: Transport for London

Agency: WCRS

Faced with a high number of cycling-related fatalities and injuries in the capital, Transport for London (TfL) endeavoured to take action. It was determined to make road travel safer, and aimed to reduce bicycle casualties by 50% by 2010.

The organisation therefore needed to embark on a safety campaign that would encourage extra vigilance, without scaring cyclists and completely putting them off taking to their bikes on London's treacherous streets It also needed to influence the attitudes and behaviour of motorists and cyclists without questioning the driving and/or cycling proficiency of either party.

The answer was to show people their own limitations and illustrate why cyclists and motorists need to work harder to ensure the safety of the former. The result was a film featuring two teams of basketball players passing a ball back and forth, which invites the viewer to count the number of passes made by the team in white.

During the sequence, a moonwalking bear walks straight through the scene but is missed by most viewers, who are concentrating on counting the passes. …

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