FIXING POTHOLES | Animation

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FIXING POTHOLES IN KARACHI

A CREATIVE COMMUNICATION STRATEGY

As part of a Creative Communication Strategy promoting the Community Web Portal Raabta
to create awareness about it, a means of solving the civic problems associated with the
presence of potholes on the streets of Karachi, Pakistan was created. The campaign included;

1). An interactive logo designed for the Web Portal - establishing the idea of
Communication. Connection. Participation.

2). A set of three short animated videos, each designed specifically on a
singular perspective from the citizens of the city who interact with potholed roads.

3). A short text animation to encourage community participation - enabling people
to take charge of the potholes, and publicize them through the slogan:
SPOT. SNAP. SEND, along with the hashtag #saynotopotholes and #potwholes.

Text Animation to help the community spot and send pictures of potholes in their areas to the Portal for them to be connected through the Eco-markers attached to the respective agencies to fix and fill them up.

Potholes bring alot of disturbance for people travelling in rickshaws that are vehicles open on both sides. The woman in the video says: "Tsk Tsk! Hell with these roads (Potholes)! Destroyed all my clothes!"

A middle-class man complains about severe neck and back pain, due to constant bumps on potholed roads in Karachi, as his little daughter walks on his back to try relieve the pain. He says " Aaah! My back! These roads have made it so difficult to go to the office."

Potholes cause major vehicular damage, with tyres getting ruptured, or loosening out entirely in extreme cases. The driver in the above illustration after having to pass over multiple potholes says " What a mess this is! They've ruined the entire city!"

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Thankyou for watching!