Cut the Curb
[case study] brand/identity campaigntask
Develop strategy, copy, brand identity, and promotional assets for a campaign concerning the accessibility of sidewalks and public advocacy in Philadelphia. outcome
A grounded and bold social action campaign insisting that able-bodied pedestrians of Philadelphia take an active role in urban accessibility and local government.
recognition
Recipient of the Meserve Award for Creative Excellence by CAMD Art + Design Department, April 2024mentor
Margarita Barrios PonceResearch shows that 9/10 able-bodied people go out of their way to use a curb cut. But most don’t know what it is...
Trip
CUT THE CURB is on the ground at places where a person might trip, struggle to push a cart, or have to pick up their stroller to pass. By finding people during an inconvenience the campaign positions talking to representatives as a need, not an ask.
Scan
People are taken to a line of direct action: they can report a broken sidewalk to thier local rep who gets a templated letter.
Learn
The page directs the user to learn more about the curb cut effect and other legistlation that might be helpful to the community.
This campaign becomes not just for the Philadelphia commuter, but for the policy maker, apathetic voter, and the uninformed.
Curb Cut Effect
People with strollers, skateboards, bikes, crutches, or on their phones all use curb cuts. Though curb cuts were made for veterans disabled in combat, they help mobility of all pedestrians.
CUT THE CURB draws on Angela G. Blackwell’s (2016) article, in the Stanford Social Innovation Review. Where the curb cut effect can imporve how we build out public policy and economic reform.
Audience
Most able-bodied pedestrians take curb cuts for granted and the demand for better urban accessibility falls on the shoulders of the minority.
Action
CUT THE CURB is on the ground at places where a person might trip, struggle to push a cart, or have to pick up their stroller to pass. By finding people during an inconvenience the campaign positions talking to representatives as a need, not an ask.