We created a poster campaign that aimed to increase awareness about the donation opportunities for CicLAvia. It contained visual elements that were aligned with CicLAvia branding, a catchy tagline, a QR code that led to the donation webpage, and post-its and pens to leave feedback.
At the start of the project, we were tasked to change the perceptions of CicLAvia as a “just cyclists” event to one that celebrates city exploration, to one that is for all forms of non-motorized transportation, but from the lens of fundraising and partnerships. Through research at the October 9th event, we found that a majority of the participants were unaware of the monthly donation program offered by CicLAvia – Street Stars. As a non-profit, raising money can always be a struggle. This was expressed through stakeholders and executives at CicLAvia, and also a common theme identified through secondary research. We decided that through our scope, the larger problem was the lack of awareness of the donation program and found this to be of higher importance. We then asked ourselves, “How might we increase awareness of the Street Star program?”
We found that without encouragement and guidance to engage with the posters, most event goers were reluctant to explore the posters. However, they were willing and open to do so once encouraged and informed. Having someone to facilitate the engagement makes a lot of difference. We also found that scale and placement matters. We tested the same design in different sizes and locations, and the one that gathered the most attention was the largest one next to the route map.
We created a poster campaign that aimed to increase awareness about the donation opportunities for CicLAvia. It contained visual elements that were aligned with CicLAvia branding, a catchy tagline, and a QR code that lead to the donation website.