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Century Group’s Imagine Your Southlands campaign

Background /

The development of Tsawwassen’s Southlands is a complex community issue. Any development of the site will have a significant impact on the Community of Tsawwassen. Conversely, not being active in planning for the development of the property will leave it open to external forces which will also have significant impact on the community. Essentially, change is coming, but the extent to which the community can influence is at stake.

Challenge /

Education on the issue is the key challenge. Given the polarization of opposing groups, information has been muddied. The community needs inspiration to dig and discover what is truly at stake and what choices are available. The community must make a well educated decision that is both economically and environmentally viable.

Solution /

Following research, Kolke developed the ‘Imagine Your Southlands’ campaign, a community engagement vehicle to provoke community members to ask the ‘hard’ questions, and to discover for themselves the truth about the issues and consequences of certain choices. The campaign used both social and traditional media, and consisted of a website designed to elicit community responses, a TSA campaign, a direct mail initiative and ads in local newspapers. The campaign was successful, and provided a vehicle to facilitate much community discussion.

ImagineSouthlands.ca

Century Group

Brochure Cover: Imagine Your Southlands

Brochure Spread Design: Illustrating the range of place

Website: Flash animated / Drupal coded hybrid website

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