‘Better By Bus’ is a behaviour change campaign created by Agent for the Liverpool City Region Bus Alliance, which is a joint venture between Merseytravel, Arriva and Stagecoach. It’s core focus is to encourage people to travel by bus by promoting the range of benefits it offers. We’ve worked on a number of campaigns since launching in 2017.
For this campaign, titled ‘We Can’t Wait to Tackle Climate Change’, we wanted to convey that travelling by bus reduces the number of cars on the road but show this through an emotive and environmental standpoint which allowed us to address a broader global problem which is very prevalent in today’s society.
With a heavy focus on climate change, we looked at endangered animals and the positive impact that increased bus usage would have, using striking imagery to convey the message. We brought these animals to life in a ‘bus’ environment, and projected them onto buses, bus stops, billboards and other media.
We designed everything to suit different touchpoints such as out of home and social media platforms. We also created a short animated piece that featured a stop button on a pole which was floating on a piece of ice, bringing together two worlds. This idea, combined with subliminal messaging around the environment was powerful and something we knew would give the campaign a lot of undisputable impetus.
- 45 stories in local press
- Over 14 million social media impressions
- 2.6 million video views
- 40 million ‘out of home’ opportunities to see
- 4.5 million radio opportunities to hear
- 17 million bus wrap impressions
- 100k Spotify listens
- 9% growth in fare paying patronage year on year