Advertising
Challenge:
One of the DC Office of Planning’s critical responsibilities is to produce the Comprehensive Plan, a 20-year, city-planning framework that is regularly amended in consultation with local residents. The Plan provides the overarching guidance on how to design and execute D.C.’s near and future growth.
The OP engaged Seaberry to create the community outreach and advertising campaign strategy and materials to encourage a broad public conversation about the Plan and its latest cycle of amendments.
Approach:
Seaberry developed the [PLAN]DC campaign around what is arguably the most powerful word in the English language, “YOU”. This was the way to recognize every citizen’s investment in the city.
The power of the pronoun "YOU" followed by action verbs, LIVE, WORK, PLAY, MOVE, MAKE, laid the groundwork for the breakout of individual actions that would be used in the campaign that included advertising in Metro stations and on Metro buses. Each action, bracketed and immersed in its own color field, ensured that the audience of more than 1 million residents and commuters received continuous messaging on their critical role in the planning process.
