Scoot Aware
Guide Dogs
Awareness campaign
Helping Guide Dogs raise awareness of the dangers posed by unregulated e-scooters to people with sight loss.
What we did
Concept
Messaging
Design
Illustration
Signage
Unregulated e-scooters threaten the independence and safety of people with sight loss. With UK party conference season fast approaching, we needed to help Guide Dogs make this a headline issue in a room full of worthy causes.
The charity wanted to grab MPs’ attention and educate them about the risks of these pavement perils. Quicker than an unregulated e-scooter, we came up with an engaging campaign: ‘Scoot Aware’.
We created the campaign messaging, designed a Guide Dogs’ stall for the conferences, and developed a Wheel of Fortune-style game to get the great and the good talking about e-scooter regulation.
“We met with 150 politicians, and they all engaged with our messaging by playing the game Lark had designed for us. Being able to deliver a hard-hitting messaging in a light-hearted way meant it stood out in politicians’ minds.”
Blanche Shackleton, head of policy, public affairs and campaigns
The stall was incredibly popular at every political party’s conference, drawing a high-profile crowd including the Prime Minister and the Leader of the Opposition. It even scooted off with an award for Best Stand at the Labour Party conference.
MPs were later polled and asked which organisations impressed them most at the party conferences – and Guide Dogs were voted Number One! Plus, the campaign made PR Week’s top 5 campaigns that month.
