Problem Definition
The Olympics have a rich history of putting cities in debt, causing environmental harm, and harm to the people that dwell there as well. The City of Calgary is being pressured by the Olympic Committee to host the Olympics; they are one of the few cities that is “able” to. This presented an opportunity to highlight the dangers of hosting the Olympics, through a crafted campaign that encourages people to re-think the future of their city, make informed decisions, understand the research, and ultimately, vote no.
This social awareness campaign on the Olympic Bid serves two purposes: educating “yes” voters of what they’re in for, and to remind “no” voters why their voice needs to be heard. Success of this campaign would be measured by the number of posts re-shared, followers accumulated, and website traffic.
The campaign scope operates through a environmental presence through bus stops and within social media through Instagram and Twitter in order to allow the audience to continue the conversation and share the facts with friends. 
Competitive Advantage
Existing awareness campaigns and news platforms tend to choose one voting perspective over another or they mesh the two perspectives together, resulting in a mass of confusion on which perspective to side with and an overload of information. By focusing on social, economical, and environmental issues this campaign seeks to synthesize research in a way that is trustworthy, while comparing and contrasting the oppositions so that Calgarians feel better informed about their future as a city. 

social media graphics

Instagram story ad

lawn sign


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