Project Build sought to spread its message of accessibility in urban design with a board game design competition that would stimulate the imagination and appeal to people of all ages, from kids to teens and senior citizens, to participate and play a role in envisioning a universally designed future.
Our team designed a fictional board game that included bite-sized learning cards about Universal Design. Enlivened by intuitive icons and lively descriptions, each card showed recognisable examples of amenities and urban design features such as nursing rooms, park benches, and wheelchair ramps. The tagline used simple actionable words: “Learn. Build. Play.” as a call to action. The nationwide campaign relied on a combination of print, out-of-home and digital ads for high visibility and retention.
The digital campaign garnered more than 7.4 million impressions over two phases. By finetuning the targeted user demographics, phase 2 of the campaign saw an increase in the number of impressions with cost savings of almost 30%.