City of Louisville

The Challenge

In late 2017, concerned citizens in Louisville, CO, complained to city officials about people speeding along neighborhood streets. In several residential neighborhoods and school zones in particular, the issue of people not following the posted speed limit was a real problem and it seemed to be getting worse. 

To address this growing issue, Louisville officials turned to CIG to create a neighborhood safety campaign that everyone in the community could rally behind. 

The city sought a lighthearted campaign that would get people’s attention, yet not one that was so amusing it would detract from the seriousness of the issue. City officials also wanted to take advantage of the opportunity to reinforce safe driving habits as a whole. And lastly, the city wanted to incorporate some type of character in the campaign to help increase the driving public’s recognition and familiarity with the campaign.

Louisville officials turned to CIG to create a safety campaign that everyone in the community could rally behind. 

Our Solution

To begin the process of creating this safety campaign, Louisville officials met with CIG staff to discuss project goals, the campaign’s purpose, implementation plans, and the project timeline and budget.

Based on this information, CIG developed a heartwarming campaign with a memorable character, “Little Lou” — a young, cartoon character representing Louisville and pleading with people to slow down.

The artwork was designed to take on a Dr. Seuss look and feel, with Lou featuring hopeful, pleading and exaggerated eyes. The copy took on the rhymes and cadence of a Dr. Suess book as well, advising people to slow down for the sake of their beloved community. 

Lou and his friends were depicted in various community settings — exiting a school bus, running through a park and riding bikes in the neighborhood. This variety of images provided plenty of graphic options needed to incorporate the campaign in utility bill stuffers, on website banners, through social media channels, and on yard signs.

The campaign was developed in about six weeks, enabling the city to achieve their goal of introducing the campaign to residents in early 2018.

The Results

Since rolling out the campaign, the city has distributed safety reminders through 18,000 utility bill stuffers, updated the traffic safety page on the city’s website, posted reminders at numerous civic facilities and distributed 100 yard signs.

utility bill stuffers

2019 3CMA SAVVY Award of Excellence

Graphic Design – Other Marketing Tools (Population 0 -71,000)

2019 3CMA SAVVY Award of Excellence

Graphic Design – Other Marketing Tools
(Population 0—71,000)

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