Problem: Post-lockdown, people may resort to using private vehicles instead of public transport due to social distancing regulations. Increased vehicles on the roads could reverse all the positive impact the lockdown has had on nature.
Insight: During the lockdown, Londoners found comfort in nature. Many of them would visit parks every day to enjoy the breeze and birdsong. This calmed then down in the midst of chaos and adversity.
Idea: What if there was a way for London commuters to retain the practice of visiting the park, for their own peace of mind? Transport for London, in collaboration with the Royal Society for the Protection of Birds, will encourage commuters to Tap Into Nature. By cutting their journey on the tube short, by getting off or on a station early or later, just to walk through a neighbourhood park, an otherwise seemingly daunting journey would not seem so anymore.
Execution: The campaign would have digital as well as out-of-home assets. The posters would be reimagined tube maps, mapping out the station near famous parks in London. These reimagined posters would be made to look like birds. A limited-edition Oyster card would be launched to help the RSPB make up for lost funding from tourism due to the lockdown. The TFL app would have an additional option for commuters to route their journey, in which the walk through a park would be represented by a bird