Cleaning up Indy's air one campaign at a time
In 2013, the City of Indianapolis approached TrendyMinds with the exciting opportunity to impact Hoosiers by running the city's Knozone initiative. In partnership with the Office of Sustainability, we manage air quality awareness campaigns, build educational resources and run city programming to enable residents to keep Indy's air clean. At the end of the day, the goal is clear: create impactful content that clears the air.
In the more than two years since launch, the Knozone initiative has evolved with multiple advertising campaigns, a partnership with Indianapolis Public Schools, various educational videos, PR and sponsorship opportunities at local events and a new website. When the initiative kicked off with us, the program was in need of broader awareness in Indianapolis. Today, Knozone reaches thousands of Indianapolis residents each month, and most importantly, Indy's air has improved each year.
Throughout the campaigns, we've steadily seen the Knozone audience grow and Indy's air improve. With advertising and marketing campaigns that have reached more than a million residents in central Indiana, the website has climbed past a 500% increase in traffic. And with content and partnerships that take an active role in educating Hoosiers, Indy had it's cleanest air in recent years: in 2015, almost every day received a Green air quality rating. With video view rates of more than 20%, steady growth in social followership and improved air quality, we're not only making Hoosiers aware, we're connecting with Indy residents to keep our air fresh for generations to come.
To increase awareness, reinforce the Knozone brand and engage Indy residents, we created a multi-channel advertising campaign that personified the city, asking Hoosiers to help clean up the air. The letters from the city were placed on billboards and bus panels. We utilized radio to reach residents throughout the central Indiana area.
A video series, beginning with the Ann Dancing video, educated residents about the harms of auto emissions and inspired Hoosiers to take up alternative commuting options. This short animation brought the iconic Mass Ave. art installation to life and encouraged residents to do their part to reduce unhealthy emissions.
A key initiative of the Knozone program is to decrease the amount of car commuters through bike and bus education. Following a series of biking videos and partnerships, we ran a Facebook campaign to educate bikers on the safety of commuting after dark. The Night Rider video reached more than 400,000 Indy residents.
Along with building awareness of air quality issues in Indianapolis, we needed to provide resources residents could use to actually take action. As the site evolved, we added tips for reducing emissions and increasing energy efficiencies. One key resource is the Alternative Fuels Myth vs. Fact infographic, an interactive guide leading readers through common misconceptions about alternative fuels to help them make more informed environmental decisions.
At its core, Knozone strives to enable Hoosiers to use clean air practices to prevent harmful health issues. All the efforts only matter if our air keeps improving. We integrated the Air Quality Index right on the homepage, so residents can check as often as they want to see how they're impacting our air.