Scoot Aware

Guide Dogs
Awareness campaign

Helping Guide Dogs raise awareness of the dangers posed by unregulated e-scooters to people with sight loss.

A cartoon illustration of a woman walking a dog and another person riding an electric scooter, on a yellow background.
Yellow background with faint grid pattern.

What we did

Concept
Messaging
Design
Illustration
Signage

Unregulated e-scooters threaten the independence and safety of people with sight loss. With UK party conference season fast approaching, we needed to help Guide Dogs make this a headline issue in a room full of worthy causes.

The charity wanted to grab MPs’ attention and educate them about the risks of these pavement perils. Quicker than an unregulated e-scooter, we came up with an engaging campaign: ‘Scoot Aware’.

We created the campaign messaging, designed a Guide Dogs’ stall for the conferences, and developed a Wheel of Fortune-style game to get the great and the good talking about e-scooter regulation.

Illustration of a person riding an electric scooter on a yellow background, with the text 'Scoot Aware' in blue letters behind them.

“We met with 150 politicians, and they all engaged with our messaging by playing the game Lark had designed for us. Being able to deliver a hard-hitting messaging in a light-hearted way meant it stood out in politicians’ minds.”

Blanche Shackleton, head of policy, public affairs and campaigns

Two men standing in front of a yellow and blue backdrop featuring a spinning wheel with various segments, some with text and symbols, at a promotional event for Guide Dogs. One man is holding a sign that reads, 'I'm supporting Guide Dogs.' The other man is holding a blue sign with the Guide Dogs logo and text. There is a list of names on a blue panel to the right, and a logo of a dog's head in the bottom left corner.
Three women standing outside a building, each with a guide dog wearing yellow vests, in front of a black iron fence.
Close-up of a yellow background with a dark blue hashtag sign reading '#ScootAware' in the center.

The stall was incredibly popular at every political party’s conference, drawing a high-profile crowd including the Prime Minister and the Leader of the Opposition. It even scooted off with an award for Best Stand at the Labour Party conference.

A black door with a semi-circular window above it, set into a dark brick building. There are black iron railings and a small gate in front of the door. A yellow-guide dog vest worn by a yellow Labrador Retriever dog sitting at the bottom of the steps. Three yellow and blue boxes with messages about guiding dogs are stacked beside the dog. The boxes have signs promoting awareness about e-scooters and safety.

MPs were later polled and asked which organisations impressed them most at the party conferences – and Guide Dogs were voted Number One! Plus, the campaign made PR Week’s top 5 campaigns that month.

More work

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