BOSTON 311 MAKE THE RIGHT CALL AWARENESS CAMPAIGN

Boston 311 launched in 2015 as a platform for users to voice minor grievances in the Greater Boston area. Users can report non-emergency incidents in addition to many other services, such as cleaning graffiti, reporting a broken street lights, or getting their street cleaned. The campaign will be introducing the service to Boston residents.

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APPROACH

Our main focus for this campaign was delineating the differences between 9-1-1 and 3-1-1, with the main one being that 3-1-1 is not for emergency situations.

  • Most people are unaware of what Boston 311 is for, so comparing and contrasting the service to calling 9-1-1 acts as a sort of indirect description.

  • Clarifying this major difference also conveys to our audience the types of non-emergency services BOS:311 provides.

AUDIENCE

  • 30–50 yr old working professionals living in the Greater Boston Area leading average city lives, going about their daily routine. They are fairly well acquainted with technology, but probably not on par with the younger generation.  They are not familiar with Boston 311.

  • They are hardworking, often leading busy and tiring lives with the daily 9-to-5 grind. Family life may add to the pressure, and they are constantly on the lookout for quick and easy solutions to problems they may face in the household or neighborhood.

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PRINT AD 1

We wanted to convey the difference between emergencies and non-emergencies with the use of a transparent mask page.  This ad depicts a burglary as an emergency situation that would necessitate calling 9-1-1, and a rat infestation as a non-emergency that would necessitate calling 3-1-1.

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Print Ad 2

Depicts a vat of radioactive toxic waste as something that warrants an emergency response, while 3-1-1 can be called for overflowing trash to be removed.

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PRINT AD 3

A sinkhole in the middle of a street is a 9-1-1 situation.  A pothole is a 3-1-1 situation that does not require immediate response.

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GUERILLA

We wanted to continue the “emergency vs. non-emergency” theme, but apply it in an unexpected way.  Rather than flipping a page to reveal the non-emergency, why not utilize physical space instead? This ad would be located in a frequently used elevator, with a poster on the front of the elevator door and a poster to be “revealed” at the back of the elevator car when the door opens.