School Bus Campaign

Marketing & Advertising Solutions
Campaign | Print | Strategy | Visual Design

The Challenge

Department of Transportation has an objective to reduce morning/noon traffic caused by parents’ cars dropping off/picking on their kids to and from schools. They crafted new regulations and did many enhancements on the system that they believe will convince parents to switch to school bus. They wanted to increase parents’ faith in the school bus system. The campaign has to be easy to understand by both parents and kids.

The Solution

First we grouped all different enhancements and new regulations into three groups, which summarizes the key benefits of the system: Safety, convenience and excellence. To make ‘Top Of Mind awareness’ about the school bus, we used it as the main element in the visual, bending it each time to form an icon that conveys one of the three main messages. Finally, we used isometric art direction to make it memorable and easy to interpret.

  • Awareness 90% 90%
  • Sign-ups for School bus increase 60% 60%
  • Decrease in traffic 40% 40%

The Results

Parents displayed full awareness of the new system regulations in a survey, and kids started pull requests to parents to join the bus. Sign-ups increased by 60% in the first year compared the year before. Statistics from Traffic department showed 40% less conjestion around schools at drop-off and pick-up times of the day.

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