Thanks for 30

It is much more cost effective and efficient to engage the community and get them to buy in to the positive impacts of the trial, rather than to threaten them with the law.

Think HQ developed a campaign focused on community engagement — raising awareness and encouraging discussion amongst Fitzroy and Collingwood residents.

Project Category
Creative
Digital presence
Events & Community Engagement
PR & Media Relations
Project Expertise
Community initiatives
Copywriting
Design
Event management
Film & Video
Illustration & 3D imagery
Media relations
Public relations strategy
Social media strategy
User research and experience design
Website design and development

The brief 

From October 2018, Yarra City Council implemented a 12-month trial of a 30km/h speed limit in parts of Collingwood and Fitzroy. The Council was looking to engage the community in the trial, and to develop a campaign that spoke to them directly about why the change was happening.


Idea

Research from around the world shows that 30km/h is a safe speed in areas where there are pedestrians and cyclists — but enforcement is expensive. It is much more cost effective and efficient to engage the community and get them to buy in to the positive impacts of the trial, rather than to threaten them with the law. 

With this in mind, Think HQ developed a campaign focused on community engagement — raising awareness and encouraging discussion amongst Fitzroy and Collingwood residents. The benefits to foot traffic and exploration were emphasised by recruiting local, real people as ambassadors and hosting a community event to launch the trial — complemented by a purpose-built microsite, physical collateral, social media and media relations.


Outcomes 

  • Residents’ support of the new speed limit rose by 15% during the trial.
  • Speeding, and excessive speeding, reduced in the area — 
with an overall speed reduction of between 1.1% and 2.7% during the trial.
  • Yarra City Council recommended to the Department of Transport a permanent speed limit change in the area based on the trial results.
  • The project has aided further lower speed limit trials around Australia, including a new 30km/h speed trial in Manly NSW, announced one month following the end of this project.
  • Design and development of a new, dedicated React app microsite housed within a Drupal CMS backend. This approach resulted in a fast app-like experience while providing content administrators the ability to manage all site content    
  • Management of a media announcement of the trial, 
receiving 50+ media mentions including front page of The Age and coverage in The Herald Sun, Broadsheet and Channel Seven News
  • Securing, interviewing and photographing four local ambassadors
  • More than 279 Facebook followers on dedicated campaign page in the first few months, resulting in the creation of 
an additional grassroots, community-led supporter page 
being created
  • 400+ attendees engaging with activities at a dedicated community event, with 35 signing up as a supporters
     

Visit thanksfor30.com.au