Würzburg - Narrative, print and web design for a bipartisan referendum campaign.
The challenge
One for all - and all for a referendum. When seven parties fight for the same cause, it had to be about something big: The choice between continued free parking on the Talavera and the chance for free local transport in Würzburg's Cityzone. Regardless of age, interests, and area of residence in the city, Würzburger:innen was to be motivated to cast their vote. Your vote for a mobile, sustainable and fair future.
The concept
5 narratives that highlight different aspects of the campaign and thus appeal to the various target groups. Placed in line with the needs of the respective urban area, eye-catching posters arouse the interest of the viewers. Linked cross-medially, they entice more in-depth information and interaction on the homepage and socials. In addition, a flyer in every mailbox provides comprehensive information. Recurring elements ensure characteristic recognition value on all channels.
The solution
A clear and comprehensive communication strategy, played out in both digital and analog formats. Clearly structured information on several levels focuses on the added value for Würzburg and its citizens. Low-threshold interaction offers reduce the barriers to participation, inspire hope and promote courage - if necessary, even beyond the original goal of the campaign.
One for all - and all for a referendum. When seven parties fight for the same cause, it had to be about something big: The choice between continued free parking on the Talavera and the chance for free local transport in Würzburg's Cityzone. Regardless of age, interests, and area of residence in the city, Würzburger:innen was to be motivated to cast their vote. Your vote for a mobile, sustainable and fair future.
The concept
5 narratives that highlight different aspects of the campaign and thus appeal to the various target groups. Placed in line with the needs of the respective urban area, eye-catching posters arouse the interest of the viewers. Linked cross-medially, they entice more in-depth information and interaction on the homepage and socials. In addition, a flyer in every mailbox provides comprehensive information. Recurring elements ensure characteristic recognition value on all channels.
The solution
A clear and comprehensive communication strategy, played out in both digital and analog formats. Clearly structured information on several levels focuses on the added value for Würzburg and its citizens. Low-threshold interaction offers reduce the barriers to participation, inspire hope and promote courage - if necessary, even beyond the original goal of the campaign.
