Ontario Traffic Council
Branding | Design | Website | Communications Strategy
To generate positive awareness of automated speed enforcement (ASE) in Ontario, including its impact on drivers, Good Word worked with the Ontario Traffic Council (OTC), the City of Toronto and representatives from municipalities across the province to create and launch the Driving Safer Communities campaign. Committed to a collective vison to communicate the proven need for ASE to reduce speed in community safety zones and school zones, our work focused on developing and branding the campaign; microsite creation and design; and the development of four comprehensive, in-depth and inter-related communications strategies to address the provincial launch of this critical enforcement tool with the OTC’s identified target audiences.
The Driving Safer Communities campaign was branded in both of Canada’s official languages and included logo design; color palette and font selection; imagery; social media icons; and the campaign tagline, which reflects inclusiveness, community safety and the growing need to keep Ontario’s most vulnerable populations safe.
A microsite, designed to be the hub of information for individuals across Ontario looking for more information about ASE, was developed and launched in both English and French. Aligned with the campaign’s brand, it offers a comprehensive FAQ document that answers multiple questions about ASE including topics such as fines and penalties, ASE locations and more.
Communications strategy development
Four comprehensive communications strategies were created and provided to the OTC for execution prior to the campaign launch with a focus on internal communications (based on internal audiences Good Word identified in conjunction with participating municipalities); external communications (with an emphasis on stakeholder engagement); social media (including the creation of content and a two-month content calendar); and earned media (including a media release and media backgrounder, op-ed and spokesperson Q&A).