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LG&F/Cel Gelijke Kansen: "Parking Ticket"


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Image "Parking Ticket" (602.75 Kb)
Type of Medium: Specialist Category
Category: Pro Bono and Cause Marketing
Title: PARKING TICKET
Advertiser: CELLULE EGALITE DES CHANCES-CEL GELIJKE KANSEN
Product or Service: DISABLED DRIVERS AWARENESS
Entrant Company, City: LG&F, Brussels
Country: BELGIUM
Advertising Agency, City: LG&F, Brussels
Country: BELGIUM

Credit Details:
Name Position Company
Tom Javods Art Director LG&F
Francois Millecamps Studio LG&F
Christophe Ghewy Creative Director LG&F
Paul Wauters Creative Director LG&F
Peter Van Buggenhout Account Manager LG&F
Inge Van Der Haegen Account Director LG&F
Iwein Vandevyver Copywriter LG&F

Communication Goal:
Too many people still park in parking spaces reserved for disabled drivers. The Brussels Equal Rights Organisation wanted to give handicapped people a voice and send a clear message to stop this antisocial behaviour.

Innovative Media Strategy:
First of all, this campaign didn't use the classic approach of ads that communicate 'don't use parking spaces reserved for disabled drivers if you are not a disabled driver'. On the contrary, we distributed tickets (much like police tickets) to put under the windshield wipers of illegally parked cars. Secondly, we distributed these tickets to disabled people all over Brussels. They were able to place the ticket themselves and could use this medium to communicate their frustration.

Engaging Creativity:
Disabled drivers were not only glad to have someone take the issue seriously, they had a way to send a clear and powerful message themselves, to the people causing the problem.

Encompassing The Audience:
The action created a shock effect: people who parked in a space reserved for disabled drivers felt 'caught' in the act and became more conscious of the problem. In the future they'll think twice before parking illegally. Moreover, via this ticket the disabled drivers became spokesmen for their own situation; they could actively do something about their problem.

Effectiveness:
This action received big exposure in media like TV and press. It helped draw the attention of a large audience. People talked about what they saw in the streets or in the press (word of mouth), which positively influenced the public's opinion and attitude .
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