Detailed description (English): A multi-media advertising campaign by Translink to promote the benefits of travelling to school by public transport in Northern Ireland. Campaign scheduled to coincide with new school term, i.e. live from 21/08/17 – 09/09/17. Media includes radio, outdoor, digital, social media, transit advertising, press and printed media. Outdoor sites target key arterial commuter routes.
Target group(s): School pupils and their parents
Objectives: Targeting school pupils and their parents, the purpose of the campaign is to remind car users of the benefits of using public transport to help ease congestion or avoid it completely by choosing the bus or train as an alternative to their car.
Expected Outcomes: The anticipated outcome of the Back to School campaign is to increase the number of students travelling to school and college by bus and train, thus reducing traffic congestion.
Partner: N/A