To generate and promote civic pride during the final year of the EC1 New Deal for Communities programme, Renaisi developed a campaign – EC1 is special because… to encourage local people to think about and share their reasons why EC1 is a special place to live and work.
A strong visual identity in the shape of a vibrant pink speech bubble incorporating the EC1 is special because… statement was created and the campaign launched in the residents’ quarterly magazine and at the local Whitecross Street Party.
The magazine featured a one-page photography-led article using highly recognisable landmarks in the EC1 area along with quotes from residents. A speech bubble shaped pre-paid postcard invited readers to write in with their personal reasons why EC1 is special and a prize draw of three £50 shopping vouchers was used as a small incentive.
Specially commissioned, three-dimensional, EC1-shaped giant letters attract attendees to a stall at the Whitecross Street Party where people were invited to fill out postcards and make their mark on the letters themselves. Colourful balloons with the slogan – ‘I think EC1 is special’ were handed out from the stall.
The comments gathered throughout the campaign were posted on dedicated Facebook and Twitter sites and published in the residents’ magazine. They were also used for a public art project which featured the messages in parks and open spaces in the area.
The result
More than 250 completed postcards were received with individual messages from a diverse range of residents including children and the elderly. The Facebook and Twitter pages attracted a significant number of followers including residents and local businesses.
The giant EC1 letters drew large numbers of people to the promotional stand at the Whitecross Street.
Comments were posted on the EC1 NDC website and final residents’ magazine to demonstrate the strong sense of pride people have for the area.
