Front helps York drivers “Kick The Habit”

Stephen Chapman's picture

City of York Council is running a new campaign to tackle vehicle pollution.

Created by Sheffield agency, Front, Kick The Habit aims to highlight the issue of idling by drivers.

It will run across print, OOH and digital platforms and shows how pollution can be drastically reduced when engines are turned off when in traffic, or waiting. Also why “stop-start” systems shouldn’t be disabled.

“Our creative looks to communicate the health consequences of an idling engine and to encourage people to make a positive and simple change,” explained Lucy Redmond, Account Director at Front.

“We knew that focussing on the penalties and fines was the wrong approach so we’ve worked hard to identify the behaviour, simplify the actions required and contextualise why it should be done.”

The core proposition is that “Clean air makes York a safer place.” Once the campaign ends, it will be evaluated by comparing the number of on the spot fines given out as well as air testing at selected locations.

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