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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
SOS_IOM
SOS IOM

Ideas in motion

  • Brand
  • Digital
  • Content

Following the initial campaign brand creation we had to create its online presence to reach the residents of Southend-on-Sea.

SOS IOM

How We Helped

Social media was an integral part of the user generated campaign and channeled visitors to the website to submit ideas. The responsive site allowed people to reference ideas on the go. The campaign won the Social Marketing Campaign of the year Award at The UK Public Sector Communications Awards 2013

What We Did

  • User-focused design UX, IA, UI
  • Website design
  • Mobile and responsive design
  • Digital content creation
  • Emails and newsletters
  • Animation
  • CMS integration - WordPress
  • Search engine optimisation SEO
  • Training and support
  • Social media campaigns

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