Challenge
Break Croydon's pedestrians out of the earphones-on…mobile-in-hand…head-down bubble. Forcing them to be more aware of what's going around them when crossing the tracks.
Break Croydon's pedestrians out of the earphones-on…mobile-in-hand…head-down bubble. Forcing them to be more aware of what's going around them when crossing the tracks.
Thinking
Make the problem part of the solution.
Make the problem part of the solution.
Many of the accidents that happen on tramlines are because pedestrians are looking down at a mobile device rather than around them. This core problem is also our core insight. By making use of the space pedestrians will see, ie the ground, we have the opportunity to influence their future behaviour. Colourful flowers painted on the ground near the tracks offer an eye-catching means of grabbing attention, but are also elusive enough to capture interest. Phased on and offline activity will reveal more of the story.
Outcome
Ambient activity was accompanied by social media and PR to help seed conversation and uncover the flowers' meaning. A follow-up print campaign further contextualised the flowers, with the hard-hitting message 'Don't be remembered like this. Watch out for trams.'
Ambient activity was accompanied by social media and PR to help seed conversation and uncover the flowers' meaning. A follow-up print campaign further contextualised the flowers, with the hard-hitting message 'Don't be remembered like this. Watch out for trams.'
