THE CLIENT

NC Moves 2050 was a strategic transportation plan connecting communities across North Carolina. The plan was created by NCDOT and its partners to ​focus on creating a more responsive, diverse, and inclusive transportation system for keeping people and freight moving safely and efficiently.

THE CHALLENGE

NC Moves is a state-wide initiative designed to leverage innovative societal planning and community engagement to develop a 50-year transportation plan for the state of North Carolina. Managed by the global infrastructure development company, WSP, NCDOT tasked the organization to find a trusted creative agency that knew how to tap into hard-to-reach communities throughout the state.

Possibly the most important aspect of the project’s outreach is connecting with the English and Spanish-speaking citizens through facilitated conversations in key communities across the state. WSP and NCDOT must be able to not only source moderators and participants, but provide them with an actionable guideline for each conversation to produce impactful data.

Additionally, the project needed the support of a creative agency to develop multi-cultural advertisements and multimedia that would be used in state-wide campaigns.

THE SOLUTION

CGR Creative’s proven experience in community outreach for underserved demographics along with a disciplined understanding of governmental compliance and internal processes resulted in WSP’s selection of the team as the creative and community outreach partner.

To accomplish this, CGR Creative developed Table Topics Kits. Each kit contained a signup sheet, 16-page informational booklet, branded tear-away notepad, and promotional sticker all presented in a seamless design to merge the NCDOT brand with the insight they intended to gain from these moderated conversations. Each element of the Table Topics Kit was designed to include both English and Spanish verbiage making a singular design multifunctional for all audiences.

In addition to developing the Table Topics kits, CGR supported the project’s community outreach creative needs for English and Spanish-speaking audiences. Our team of multi-cultural experts didn’t translate any of the project’s collateral. Rather, we communicated the messages across all collateral developed in ways that connected with the Spanish-speaking community. All materials were developed in both languages with distinct approaches to effectively engage each audience through print advertisements, videos, and fact sheets.

RESULTS

With the project still in motion, the Table Topics Kits exceeded the expectations of the WSP and NCDOT teams and are presently being distributed to the selected moderators. English and Spanish print advertisements have been published in regional publications across North Carolina, and the team is currently working on developing social media assets for an upcoming campaign launch.

:: Developed a fact sheet with the corresponding video that was shared on social media which has organically garnered 2,512 Twitter impressions, 2K views, and 466 engagements on Facebook.

:: Developed an NC Moves 2050 Table Topics video that has organically garnered 431 views on YouTube, 357 on Facebook, and 117 on Instagram.

:: Created promotional materials for community surveys that resulted in over 3,500 responses.