CAMPAIGN: Emergency Preparedness Awareness
in the National Capital Area
INDUSTRY: Government/Community Awareness
PROJECT COMPONENTS: Design, Production and Placement
SCHEDULE TO START OF PLACEMENT: 8 weeks
DURATION OF CAMPAIGN: 52 weeks
Dealing with a sensitive subject matter, Radial was tasked with creating vehicle graphics and messaging that would convey a sense of need and urgency without being frightening to the general public.
A consistent brand experience was imperative because the vehicle campaign drives the audience to an existing Web site, where citizens can learn more about emergency preparedness. Radial’s designer for this campaign created custom disaster-related icons based on universally-recognized symbols.
15 vehicles circulate within DC and surrounding counties in the area, including Arlington, Fairfax, Loudoun, and Prince William in Virginia, and Montgomery and Prince Georges in Maryland. Towns and small incorporated cities within this area such as College Park, Vienna, and Alexandria, are covered as well.
The advertiser monitors fleet and individual vehicle movement through a passive GPS system that updates every two minutes and is accessible round-the-clock.
The drivers are equipped with business-card sized “z-cards”, origami-like fold-out informational brochures, that can be kept and referenced easily in a wallet or billfold. Because the vehicles generate so much interest, the drivers keep hundreds of these cards on hand to give out to anyone who expresses interest in and engages with the campaign. These “z-cards” jam-pack lots of useful information and encourage citizens to consider how they will Make A Plan and prepare for a natural disaster or terrorist attack. In a post-911 world, this information could be life-saving. It is crucial to get the word out — far and wide.
As with every campaign, the drivers and vehicles are available as needed for events that require brand ambassadors such as local community events, press photos, etc.
