The Vida Agency (TVA) was hired to communicate project updates with a focus on engaging those historically left out of the conversations. We’ve conducted outreach, led group discussions, qualitative interviews and surveys, and provided storytelling and marketing campaigns for West Seattle residents and businesses who have been impacted by bridge closures, with a particular focus on BIPOC communities traditionally underserved in public outreach.
TVA has planned strategies and created materials in Cantonese, Chinese, Khmer, Korean, Mandarin, Oromo, Spanish, Somali, Vietnamese, and English. Andromeda has provided transcreation services and interpreters for public meetings and in-person engagements.
Our team has also created West Seattle personas for Mobility Action Plan strategy planning.
10 focus groups and more than 60 one-on-one conversations have taken place with West Seattle, Duwamish Valley, and Georgetown residents and businesses who have been impacted by the bridge closure.
Utopia and TVA produced several videos to educate the public about the project, bridge repairs, and surrounding mitigation projects. Videos included a multilingual virtual walking tour video for the West Marginal Way project, monthly construction progress updates, and bridge repair method videos which simplified technical language and showed how the work was being done.
The Don’t Go Low Digital Campaign brought awareness about new citations being issued on the Low Bridge for non-authorized vehicles, while the West Seattle High Bridge is closed for repair, we created a visual campaign to inform drivers across the region.
The Don’t Go Low campaign included ads in 8 languages (English, Spanish, Oromo, Korean, Khmer, Chinese, Somali, and Vietnamese) with transcreation provided by Andromeda. Digital display ads reached West Seattle and the City of Seattle as a whole. “Digital Out of Home” ads (English only) were also strategically placed at gas station pumps surrounding the bridge, at ATMs, and convenience store check-out stations. Video ads served across connected TV devices (in English, Spanish, and Vietnamese) and reached those watching Hulu, NBC, ABC, or other apps that stream to Roku, Apple TV, Chromecast and more.
The Don’t Go Low campaign received 5M+ impressions and more than 10,000 clicks.