The Right Influence
For a school assignment I had to launch a campaign on behalf of the ministerie van Infrastructuur en Waterstaat, to reduce the combined use of substances (drugs and alcohol) in traffic. Together with a few other students we came up with the campaign “The Right Influence”.
In the campaign “The Right Influence,” we communicate social norms in a positive way, with a focus on fun. Young people see from their own perspective how their friends and family get home safely when they are under the influence of poly substance use, without actually showing the substances. Friends and family also want young adults who use a combination of substances to get home safely. This is communicated with a bold and daring tone of voice. The campaign is supported by a colorful visual style.
To ensure that the campaign is properly substantiated, the CASI-model and the book Overheidscommunicatie were used.
Boardgame
To reinforce the campaign, several media expressions have been developed. The tool I have developed is a board game. This game helps communicate social norms in a fun way, without being too serious. Underneath you can find a mock-up of the board game.
Multiple cards were designed to make sure the prototype was easy to understand.
