Case study:

Sub-Saharan Africa Transport Policy Program (SSATP) in collaboration with the World Bank and African Road Safety Observatory

Project: Branding and social media campaign development

Summary

Creative Cycle teamed with the World Bank Group to build a branded social media campaign serving as a call to action for road safety advocacy in Africa.

Challenge

Part of the World Bank, the Sub-Saharan Africa Transport Policy Program (SSATP) promotes sustainable solutions to improve road safety in Africa. In collaboration with the African Road Safety Observatory, the client created a storytelling contest inviting citizens across Africa to share accounts of their own grassroots solutions for improving road safety in their communities. The aim was to foster knowledge sharing that would inspire more communities to adopt effective safety measures. Winners would be invited to share their experiences at SSATP’s Annual General Meeting, giving them a chance to advocate for change in front of Africa’s top transport decision makers.

Together, SSATP and Creative Cycle developed a social media campaign and visual brand elements to promote this initiative.

Solution

Creative Cycle and SSATP engaged in a multistage collaboration that allowed us to become intimately familiar with the initiative. We held a workshop to become thoroughly versed in SSATP’s mission, audiences and vision so we could effectively tell their story through design. Our teams then identified all of the necessary brand elements for the campaign.

Following this discovery phase, we worked together on ideation. Creative Cycle engaged SSATP in a two-way conversation to build a dashboard of ideas, define requirements and deliverables, and identify the proper tools and communication channels. Once we established cohesion and consensus, our teams had a solid foundation to begin execution.

Next, we created design prototypes. Our teams collaboratively developed the campaign name — Roads4Life — along with a corresponding tagline, logo and hashtag. These were designed to be memorable and clearly communicate SSATP’s mission to save lives. Additionally, we worked together to create a collection of branded social media graphics, print ads, graphic and visuals, including the central graphic of a motorcycle helmet with an overlay of the African continent. This was a strategic choice based on the fact that more African drivers use motorcycles than cars — presenting road safety in a way that’s meaningful to Africans.

The other graphics featured images of real-life people of different ages and genders to send a message of inclusion and community. Additionally, our teams created infographics with compelling statistics that convey the scale, scope and gravity of the problem. To balance the negative nature of the issue, we chose the color green to symbolize empowerment, along with a calm and inviting blue.

Using these assets, Creative Cycle and SSATP built a campaign tool kit. The goal was to share it with thought leaders and encourage to them to use the tools in their own communications.

Our teams made this strategic decision to achieve an organic, highly targeted campaign, rather than invest in Facebook ads that would be less targeted and require paid advertising. We also agreed that having influencers promote the contest would create invaluable credibility for SSATP’s message.

Results

Within three weeks of its July 2019 launch, the initiative had attracted more than 100 entries and garnered nearly 11 million social media impressions — with zero advertising costs.

By immersing ourselves in SSATP’s mission, Creative Cycle was able to act as an extension of SSTAP’s team and elevate their story through visual design. Combined with a sound social media strategy, this resulted in a highly effective, visually unified campaign that quickly and cost-effectively reached millions.

Final Thoughts

Creative Cycle believes meaningful relationships deliver meaningful results. By intimately understanding our clients’ values, goals, attributes and needs, we design with empathy and purpose. Listening and learning are integral to our creative process — and collaborating with our clients is how we produce the most effective outcomes.

Contact Creative Cycle to explore how we can support your goals through unique collaboration.

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