Client: Bolt
Role: Art Director, Creative, Project Manager
Electric scooters have become an unwanted and heated topic in Swedish media. They’re parked in open spaces, thrown in the water, cluttering the streets and blocking paths. The Swedish government has recently introduced a law allowing parking of scooters only in designated spaces or zones.
That’s why Bolt asked us to create an awareness campaign about the new rules, and to spread the message of responsible parking to improve road safety.
There is a big knowledge gap around safe parking and what rules apply regarding electric scooters. The main question was: how to drive a behavioural change regarding scooter parking without being too boring, educational and poiting a finger?
The majority think they know the parking rules when they actually don't - and they don’t seem to care about it anyway. What they do care about though, is what others think of them. However, it comes from the herd mentality and being afraid of judgement, not empathy.
In Sweden we stick to the right side when taking the escalator, we speak with a lagom voice when riding the subway, and if we catch someone misbehaving in public - the worst thing would be to say something out loud. Instead, we just give them the evil eye. And in most cases, it can make the wrongdoer do right. Because who doesn't prefer to avoid vocal confrontation? Sometimes we're told not to care about what others think, but deep down, we all do.
We wanted to turn sloppy parking of electrical scooters into a perfect one
- all with the help of a stare.
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Results coming soon! In the meantime, you can read more about the campaign in Resumé
