Juicebox 4 This Bay is Someone's Day

  • Pou Auaha / Creative Directors
    Anthony Nankervis, Joe Mooney
  • Pou Rautaki / Strategic Lead
    Nathalie Galistan
  • Ringatoi Matua / Design Director
    Mike Boag
  • Kaituhi Matua / Copywriter Lead
    Joe Mooney
  • Kaitautoko / Contributor
    Joel Pember
  • Client
    Jocelyn Franciscus

Parking can be a hassle for drivers in any city. But for people with an impairment or disability, the reliance on accessible parking can be the difference between heading out or staying home.

The National Disability Services (NDS) desire was to curb the misuse of accessible parking bays (ACROD bays) by those without a relevant permit.

Based on focus group insights conducted with those who had been fined for ACROD bay misuse, it became clear that our campaign approach needed to centre around education and empathy, rather than finger-pointing and judgement.

The idea: to transform parking bays with local artists to literally ‘paint a picture’ of what ACROD parking means for permit holders who rely on them. The unique canvas highlights how parking in a bay even ‘just for a minute’ can impact a person’s whole day.

The ACROD Parking Program campaign drew support from the State Government of WA, 25 local councils, prominent Perth artists, and corporate partner, RAC.

The digital campaign launched on ‘International Day of People with Disability’ with a video series showcasing permit-holder stories, and the process of creating their bay artwork. The campaign was supported by bay decals, OOH, and windscreen flyers, digital video content, brand assets, and a website to host the stories of participants willing to share their day.