CicLAvia Guided Posters

Project Description

Our team conducted primary and secondary research on partnership and fundraising opportunities for CicLAvia. We identified that a high percentage of CicLAvia’s audience is unaware of their monthly donation program, Street Stars. Our result was a poster campaign designed for a QR code user experience that would bring users to Street Star webpages.

Problem

Our brief was to change the perception of CicLAvia as just a “just cyclist” event to one that reflects its more profound mission of being an organization that positively impacts community safety, health, and culture and advocates for public and non-motorized transportation. First, we conducted interviews with subject matter experts who work at CicLAvia and are partnered with the organization. Through those, we learned about strategies to implement in partnership and fundraising efforts and gathered insights into how the organization is fiscally structured. Then we attended the Heart of LA CicLAVia on Oct. 9th, where we surveyed event-goers. Our qualitative and quantitative data helped us identify that the monthly donation program is not as well known to eventgoers. So, as a team, we decided to focus on raising awareness of the Street Star program.

Insights

Due to the unique nature of CicLAvia where people may be walking, roller skating, skateboarding, or moving through a route of non-motorized transportation— grabbing people’s attention involves special considerations. During our Dec. 4th event, we found that engagement with the posters is significantly improved with larger scale posters, and placing them by event maps helps. For example, one of the posters had a call to action, “We’d love your two cents!” along with post-it notes while we asked people for feedback and asking for a donation.

Solutions

We created a poster campaign to increase awareness about the donation opportunities for CicLAvia. It contained visual elements aligned with CicLAvia branding, a catchy tagline, and a QR code that led to the donation website.