Roses Student Awards 2014 - "Fill That Hole" Brief
Brief
A pothole epidemic is putting cyclists’ lives at risk and is to blame for three deaths this year alone. 1,000’s of bikers a year have been injured as well as thousands of pounds worth of damage to cycles. Local councils have a duty to maintain the roads, but they can only fill a pothole if they know about it. If you want it repaired, you have to report it. FillThatHole is the easy way to report potholes and road defects, it’s a website run by the CTC, The National Cycling Charity. They contact the right people to get the roads repaired. Councils are generally quick to respond – we know because you’ve told us.
A pothole epidemic is putting cyclists’ lives at risk and is to blame for three deaths this year alone. 1,000’s of bikers a year have been injured as well as thousands of pounds worth of damage to cycles. Local councils have a duty to maintain the roads, but they can only fill a pothole if they know about it. If you want it repaired, you have to report it. FillThatHole is the easy way to report potholes and road defects, it’s a website run by the CTC, The National Cycling Charity. They contact the right people to get the roads repaired. Councils are generally quick to respond – we know because you’ve told us.
Message
Create a campaign that promotes this website, gets cyclists to report potholes, leading to holes being filled and therefore saving lives and preventing injuries to cyclists.
Solution
This style I have created can be applied to a range of mediums to create a successful campaign, the idea being that it can be altered to relate to anyone & successfully gets the message of the campaign across.
Each story was written in either the shoes of the victim or an observer, all of which end abruptly when the pothole intervenes with their day. The 'O's through the stories are filled apart from the last one which was cut out to convey the final pothole. Tire tracks were added to show the playthrough of the story which also ends at the same point. The ending paragraph always ends with linked slogans that indicate the audience saving different things just by simply reporting a pothole.
