The key message is participation – by participating the target audience will save money, save fuel and reduce their impact on the environment. One method I used to engage drivers was with the creation of window decals. Drivers use the decals as a way to communicate that they are ‘idle free and proud of it’. The decals also remind other drivers that idling is bad. The tone of all the pieces is friendly and positive, providing suggestions instead of dictating. The print material communicates confidence through the use of partner branding from respected organizations, which adds credibility to the content. All the pieces are smart, sincere, clean and culturally accessible through the typography, colours, and use of information graphics. Sustainable printing and design practices were vital to the decision making.
