Overview
This project was designed to get people to follow the rules. Friends of the Gorge sought to encourage good behavior at the park by placing social media ads directed towards users in various neighborhoods in Seattle, Phinney Ridge and Ballard. Ad headlines, sub-headlines, and body content were developed from ethnographies conducted in both neighborhoods.
Research
A week was spent at each location observing and documenting people and their behavior in these neighborhoods. I paid particular attention to demographics, attire, code compliance, and interpersonal interactions.
Intent
The results were meant to serve as a model for future social marketing campaigns. Text and imagery should appeal to the identities of the respective neighborhood residents and the same type of research and content principles could be applied to those efforts.