People on the other side

17/9/2017 Lisboa

Overview

An awareness campaign based on using juice/milk/whatever drink cartons' "real estate" & distribution channels. The cartons work as "outdoors" while they are on the shelves, and then as flyers once they're on the table.

Barrier This Solves

Unfavourable cultural environment, cyclists as an out-group, lack of knowledge on lawful and fair behaviour by people who drive cars, lack of good traffic skills by cyclists.

This increases chances for conflicts to come up or to be ill resolved.

Team

location

Detailed Description

Partnering up with Tetrapak and/or some market leader drink (juice, cow milk, soy milk, whatever) producer to use one side of their package as a display for a campaign, and their distribution channels as the campaigns distribution channels.

The idea is to deliver to "normal people", non-cyclists, a two-fold message:

1) people who use bicycles for transportation are just like you and me - increase empathy, increase social status of cycling
2) bite size information on practical aspects of dealing with people on bicycles (and also practical aspects on how to act on a bike) - increase mutual understanding between bicycle and car users, improve awareness on traffic regulations and social etiquette and ethics

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People on the other side

Overview

Barrier This Solves

Team

links

location

Detailed Description

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