Major concepts

Hey Everyone,

I really loved everything you posted Amy and to help steer us all in the direction of solidifying what we should be trying to accomplish, I went through and found the three major ideas out of the campaigns you posted. I hope this helps.

1. Working our campaign into the natural landscape.
(e.g. parking lot paint - dunk driving)
2. Visually expressing what we stand for and allowing no misinterpretation.
(e.g. "use only what you need")
3. Find a clever play on words / slogan that will make people stop and think.
(e.g. global warming we can win)

An Idea We Spoke About
One idea i remember speaking about to you guys was that "remember to breath" writing in the subway. If we were to attempt something like this we would be targeting pedestrian travel. The most stressful moments during travelling on the subway is not once you are on the subway, I think stress levels go down at that point. It is when you are trying to get there. so the point of interest would be the stairways and hallways leading to the actual train. People are rushing and shoving and the anxiety is rising at these points in travel because you don't know yet if the train is already there or if you have missed it. Most people are rushing because they have somewhere to be. I think we could even look at the architectural space of these areas. The hallways and the stairways are small and crouded increasing stress levels. We could also look at the colours of these spaces. They are muted and muddy. In huge contrast to this is Montreals sybway system. It has a very open, stressfree feeling and it is much more colourful. This could be one thing that causes the stress.

Another point of stress for pedestrians is sidewalk traffic. I'm not sure if any of you have noticed but walking down a crouded sidewalk can be stressful as well like a crouded hallway. People are always trying to get from point A to point B and they think they have to get there as fast as they can. They need to stop and smell the roses. We could paint some courtesy sidewalk behavior rules on the sidewals or put a traffic line down the middle. We could also put relaxing comments on crosswalk poles that people would have no choice but noticing.

I think there is a stress between the pedestrian and the vehicle in toronto. We dont see eachother as human. the car sees the person as annoyance and in the way and the person sees the car as a jerk and believes it is their right to cross when the light is on. There is no communication between these two parties. Maybe this could be a place of interest.