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About us
Forster exists to deliver social and environmental change.
We combine communications expertise with in-depth issues
knowledge to help our clients protect the environment, improve
public health, and advance human rights and social justice.
Our social marketing approach
At Forster we see social marketing as a powerful and
integrated approach to delivering social change. It enables
us to influence specific groups of people to take focused,
incremental actions which benefit them, their communities
and the wider society.
Entry category
Responsible Vehicle Use
Research: what constitutes an unnecessary journey?
We undertook some of our own research to
assess people’ perceptions of unnecessary
journeys. Here’s just a selection of quotes:
“To me unnecessary journeys are when the reason “Nearest thing to an unnecessary journey for me would
for taking a car is self-defeating; taking the car to the be driving to the Park with my young son. It is always
supermarket rather than the bus so that you can best to walk to the park and back”.
do the recycling, for example.”
“Shopping unnecessarily through forgetting things or not
“Driving to work instead of cycling because planning properly. Or shopping unnecessarily when online
it looks a bit like rain” deliveries would work”
“Driving 3 minutes to the garage to buy the Sunday papers, “Driving to local shop or petrol station late at night
when I could have walked in 10!” to buy food - Tesco Metro encourages this”
“Driving to Blockbuster video shop to return last nights’
video, it's hardly heavy”
Our strategy
We developed the brief to make our campaign
focused on audience reality. We avoided over used
messages about carbon emissions and global impact.
It needed to be local and personal to make
a difference. Individuals feel more empowered
to make a change when it’s on their own doorstep.
We also recognise that individuals are habitual in
everyday life, therefore required a message that could
help them change habits – in just one small way.
Proposition
Change your habits and cut down on those
unnecessary car journeys. Its easy to find
alternative ways to travel which can make
a difference both to yourself and to your
local environment.
Campaign message
Don’t abuse your car
Give
cars a
break
Press and publicity
- Nationwide PR campaign launch based
on the Car Addicts survey.
- Headlines in national press
The Times
UK drivers admit to 100 miles of unnecessary
car journeys a week
Daily Mail, Femail
Jerry Hall on why she's giving her car a break
The Mirror
New poll reveals we're a nation of carbon junkies
Bike
Targeted campaigns for different modes of ‘carbon free addiction’
“I don’t mind if he uses her -
she is a bike after all! I just hate
the way he always turns to
me when he can’t be bothered
to cycle to the gym”
FORD MONDEO,
ACACIA DRIVE, SWINDON
Give
cars a
Don’t abuse your car break
Launch of the campaign through national press, posters, bus shelters nationwide and ambient media
WARNING:
cycling
could be
enjoyable
Give
cars a
Don’t abuse your car break
Walking
Targeted campaigns for different modes of ‘carbon free addiction’
“I love going for a run, but I hate being
left cold out in the car park while they
go shopping”
VAUXHALL CORSA, THE AVENUE, NORWICH
Give
cars a
Don’t abuse your car break
WARNING:
walking
maycause
fitness
Give
cars a
Don’t abuse your car break
The campaign is partnered with Shell as part of their CSR strategy
Petrol station promotions
Petrol pump messaging
Buses
Targeted campaigns for different modes of ‘carbon free addiction’
“Normally I don’t mind, but there really
isn’t a need for me to go into the office
with him every day”
FORD FIESTA, HURSTCOURT ROAD, SUTTON
Give
cars a
Don’t abuse your car break
WARNING:
buses
could lead to
relaxation
Give
cars a
Don’t abuse your car break
Car sharing
Targeted campaigns for different modes of ‘carbon free addiction’
“I’m so accommodating, but she never uses
me to my full capacity. I’m always dropping
the kids off to school half full. Why don’t you
take the kids next door too”
VOW GOLF, ROSEWOOD WAY, MILTON KEYNES
Give
cars a
Don’t abuse your car break
Go to www.givecarsabreak.co.uk
Web site set up where people can check their levels of addiction to driving –
what’s good and bad for the environment. Click by county and check how
carbon free you could make your county.
Magazine survey
Give
cars a
Don’t abuse your car break
Are you an Auto
Abuser?
What was the last trip you made in your car?
a. a trip out of town to see friends or family
b. to the gym
c. to take Friday night’s DVD back to the
rental store at the top of the road
When would insist on using your car for a journey?
a. travelling more than five miles away
b. going anywhere when it’s raining
c. when you have luggage
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