Awareness campaign bus with internal and external branding September/October 2015
To raise awareness of Breast Cancer and engage with local communities across Scotland. To create a friendly welcoming space that reflects the brands core values.
Products and Services:
Awareness Campaign Bus with Full Bus Wrap and Internal Conversion
Our team worked closely with the team at Breast Cancer Care on both the external and internals for the campaign bus. The project team felt very strongly that they didn’t want the bus to feel clinical, they wanted something that reflected the brand, would be instantly recognisable and most importantly would feel welcoming.
The external full bus wrap designed by their in-house team with support and assistance from our graphics manager resulted in a wrap that was eye-catching, hard to miss while delivery important and key messages of the campaign.
For the upper deck the team at Breast Cancer Care wanted a private viewing space for visitors to be able to watch a series of films that had been produced. They didn’t want this area to feel isolated from the rest of the on board experience but wanted a defined areas this activity could take place.
Our production team came up with the idea of screening the area with a bespoke built perspex dividing walls with a central door for access. These walls and doors were branded with translucent logos.
A key message of this campaign was information about the helpline provided by the charity and internal “hoading” style branding provided a simple and cost effective way of doing so. Further messaging throughout both decks of the bus was supplied using a printed foam ex positioned into our channel system through the vehicle and again produced a cost effective way of displaying key messaging.
The lower deck of the bus was designed to be an more informal space when people could come on board and find out more about being breast aware. A series of iPads provided access for people to engage with the specially designed app that was launched along side the tour.
Davinia-Louise Green, Head of Breast Awareness and Early Detection, Breast Cancer Care said:
“We were incredibly pleased with the roadshow. We reached well over 18k people during the tour, primarily through our level 1 engagement, (brief interaction and or taking leaflet) but we also found at engagement level 3 (indepth conversation or anticipated behaviour change) we had an estimated 9 contacts per day, which is potentially 9 people going the GP that day having found a change, using one of our services if affected by breast cancer.
We had a lot of comments about the bus whilst on the tour, all of them incredibly complimentary. Both the interior and exterior were so striking, it really made our job easier in attracting people to us and being clear as to what the nature of our activity was. This was actually really helpful in places such as Buchanan Street in Glasgow, that had a number of other charities fundraising, so people did assume that this would be the ask from us. However, there were occasions when people would walk past us, then see the bus and through reading the information displayed, realised that we were just there to cascade awareness and information.
A lot of people came onto the bus just to have a look around because they were so in awe of the big pink bus, they were normally preceded by a small child, but again this allowed us to have conversations with people who might never have felt the need to speak to us.
We found both drivers incredibly helpful and supportive, I honestly can’t say enough about how great they both were. There was never a point where we felt they wouldn’t be at a location on time, or try their best to get us the most attractive and accessible spot at every location. On the few occasions we had issues such as running low on publications, the App on the tablet not working or needing paperwork sent to a venue, they both acted quickly and came up with a number of solutions to deal with each situation. They really did just feel like part of the team.
We also really appreciated the support you gave to us in the run up to the roadshow and then during, we always felt you were there not only supporting our team but the roadshow and activity itself.“