SPRB

Awareness campaign to reduce private car use

CLIENT

SPRB (Office of Minister-President Rudi Vervoort)

CONTEXT

Mobility is characterised by a large number of vehicles on the road and generates a substantial share of CO2 emissions, which has a major impact on air pollution (67% of nitrogen oxides NOx, 75% of fine particles PM10). The quality of urban life, and in particular the health of the people of Brussels, is directly affected. What is more, the fight against global warming is a major imperative that must be addressed.

Objective

Reduce the intensive use of private cars for metropolitan commuting between home and work.

Response

A campaign with a quirky tone that takes care never to stigmatise motorists, remaining positive and practical.

Resources deployed

- Brand image - Radio - Urban posters - Social media, clips + posts.