This summer, CBS Outdoor in association with Campaign gave every advertiser, agency and creative in the UK a challenge: to create great bus advertising for a national or regional advertiser. Of course Family had to get involved.
Entering into the Big Bus Challenge’s Regional category, we created a bus rear and side for Crimestoppers’ campaign against knife crime – encouraging the general public to help put an end to knife crime in Glasgow by reporting knife carriers.
We felt a knife crime campaign would be particularly appropriate for this competition. After all, what better medium than bus advertising for this knife crime message? The bus weaves its way through the very streets and towns where knife crime is prevalent. Our target audience can act there and then, be vigilant and report any suspicious behaviour.
The bus stop analogy in our creative treatment also allows for a ‘personalised’ message. This is not a blanket, distant and general message. It is happening in your area, on your streets where you live, shop, go to work. And we need to do something about it. Now.
Our efforts were clearly well received: out of over 650 entries to the competition, we successfully made it to the shortlist as a Regional Finalist.
If you’d like to have a look at the other short- and long-listed Big Bus Challenge 2011 entries, please click here
