More than ever, environmental issues are top of mind for Nova Scotians -- specifically the reduction of harmful fuel emissions. Contrary to what many drivers believe, they don't have to purchase newer, more environmentally friendly vehicles; instead, they can affect significant change just by driving differently. This was the message brought forth by Conserve Nova Scotia, and we needed to deliver it in a clear and effective manner.
Essentially, we were seeking small changes in driver behaviour. The challenge was to gain attention without admonishing drivers in any way -- to encourage them through quick, positive messages. Tactically, radio and outdoor would be utilized to reach drivers in context while they sat in their vehicles. Such immediacy would compel them to alter their actions on the spot, saving gas money as well as the environment.
Nova Scotians are 'going green' at an unprecedented rate, and we leveraged this by incorporating the colour, quite literally, into the creative work. Each billboard features a green traffic sign with a specific behavioural change that individual drivers can make to cut their emissions and fuel costs. Accompanying radio spots offer the same advice through the use of specific road-related sound effects. Overall, the campaign has received very positive attention from the driving community and the local media for its positive and empowering execution.
