Addenbrooke's NHS Trust has taken its parking issues to the next dimension with the launch of its 'Space Programme'.
Join the Space Programme
This innovative advertising campaign, devised by corporate design agency Flag, informs people travelling to the hospital about alternative transport options.
Addenbrooke's has over 18,000 traffic movements each day on and off the site and a limited number of parking spaces. The campaign aims to encourage people to reconsider their travel options so that the limited number of parking spaces can be saved for those who really need to travel by car, such as the elderly or ill.
The campaign uses the theme of space to create a memorable campaign, which includes a series of buses branded 'the Space Shuttle', information leaflets, radio advertising, posters and a dedicated website.
Ruth St John-Murphy, head of communications for Addenbrooke's, comments, 'We needed a lively campaign that would encourage people to think twice about driving to the site. The Space Programme leaflets are available at a number of locations around Cambridge including the hospital reception, clinics and doctors' surgeries, to help get the message across as widely as possible.'
Travel options include taking the bus - 50 buses an hour serve the site from around Cambridge and the Park & Ride sites - taxi, walking or cycling.
Flag chose bus advertising as an efficient and cost-effective medium for reaching a high proportion of the local population. 'The slogan 'Join the space programme - help save our parking spaces' and the space theme are engaging and memorable,' comments Olga Pereira, Flag's project manager for the campaign, 'and a combination of tactics reinforces the message.'
The Space Programme is set for a six-month orbit, with plans for regular refuelling to ensure maximum coverage.