Ards and North Down Borough Council

Turning lived experience into a public campaign for more considerate parking

Inconsiderate parking can seem like a minor decision, but for someone using a wheelchair, navigating with a guide dog, pushing a pram or living with reduced mobility, a blocked pavement or dropped kerb can become a serious barrier.

Ards and North Down Borough Council appointed Whitenoise to develop a public awareness campaign addressing inconsiderate parking across the Borough. Crucially, the campaign needed to be shaped alongside the people who experience its consequences most directly, so we worked collaboratively with the Council’s Over 50s Council and Disability Forum throughout the process.

Across three stakeholder workshops, we listened to first-hand experiences, explored creative approaches and developed the campaign with the groups rather than for them. Participants spoke about pavements obstructed by cars, vans, bikes, bins and outdoor furniture, as well as the impact of drivers stopping “just for a few minutes” without considering who might need to use that space.

For many people, these situations are inconvenient. For others, they can mean being forced into the road, turning back completely or missing appointments and activities altogether. That distinction became central to the campaign and helped shift the issue from one of parking etiquette to one of accessibility, independence and safety. The resulting media coverage reflected that same human dimension, with first-hand stories helping turn an everyday parking issue into a wider conversation about exclusion and community life.

A campaign shaped by lived experience

Before Whitenoise was appointed, members of the working group had already developed a phrase that captured how the issue felt to them: 

You have a choice. We don’t.

Rather than replacing it with an agency-created line, we recognised that its strength came from the fact that it belonged to the people at the centre of the campaign. Our role was to give those words a creative platform that could carry their experiences clearly and powerfully.

During concept development, we explored two creative routes. One used a more dramatic cause-and-effect model, showing the potential consequences of inconsiderate parking through scenarios involving wheelchair users, parents with prams and guide dogs. While the approach had impact, our research and stakeholder discussions led us towards a more empathetic route.

The campaign needed to be clear about the consequences of inconsiderate parking without relying on guilt or fear. We wanted people to understand how their choices could affect others and to feel motivated to behave differently, with the emphasis placed on reflection and positive behavioural change rather than short-term compliance.

That approach also informed the decision to feature real people and real stories. Volunteers from the Over 50s Council and Disability Forum took part in the film and photography, ensuring the campaign remained grounded in genuine lived experience. Their involvement shaped the scripting, imagery and tone, while preserving the sense of ownership that had been important from the outset.

As the Council later reflected:

"From the outset, it was important that this remained their campaign, shaped by their experiences and priorities. Whitenoise understood that immediately.”

Developing a distinctive campaign identity

The visual identity was designed to support the stories rather than compete with them. Across film endboards and social graphics, two parallel yellow lines were used to frame each individual, referencing familiar road markings and parking restrictions while also drawing attention directly to the person whose experience was being shared. This simple device gave the campaign a recognisable visual language that worked consistently across film, photography, social content and print.Whitenoise supported the project from initial strategy through to launch, delivering campaign ideation, stakeholder engagement, concept development, creative direction, scripting, storyboarding, photography, filming, editing, graphic design and launch support.

The campaign was distributed across Council and stakeholder websites and social channels, as well as through community networks, leisure centres, Council buildings, posters and flyers. It was also shared more widely by councils, charities, community organisations and networks representing people affected by accessibility barriers.

Measuring impact

The campaign generated substantial public and media attention. A media review reported a combined reach of 3,030,684, with coverage across local, regional and UK-wide outlets, while the overall sentiment remained strongly positive. The launch video reached more than 400,000 viewers online and generated 100+ comments within its first three days, expressing overwhelming positive and supportive messages for the campaign and it's message. 

However, the most meaningful response came from people who recognised their own behaviour in the campaign and said they intended to change it. One viewer commented that they had previously parked with a wheel on the pavement and would now try to park elsewhere, while others described the film as a powerful reminder of consequences they had not previously considered. Audience feedback repeatedly praised the campaign for encouraging empathy and more thoughtful behaviour. 

The campaign also received positive feedback from organisations including RNIB Northern Ireland, Age NI and the Cedar Foundation. RNIB described the film as powerful and praised its ability to communicate the everyday effects of pavement parking on people with disabilities, while the Cedar Foundation highlighted the value of using real stories and representing a broad range of support needs.

For Whitenoise, this was the clearest indication of success. The campaign did not simply achieve visibility; it created moments where people reconsidered the impact of their choices.

“The campaign’s success lies in its authenticity. The messaging is grounded in lived experience, reflecting the real challenges that inconsiderate parking can create for accessibility, safety and community wellbeing. The campaign has not only raised awareness of the impact of inconsiderate parking, but has also provided a powerful platform for the voices of those most affected. Its widespread adoption and promotion demonstrate how community-led design can create messages that people trust, support and want to share.”

- Ards and North Down Borough Council

What made this campaign successful was not simply the scale of its reach, but the quality of the response it prompted. By grounding the work in lived experience and giving those most affected a meaningful role in shaping the message, the campaign encouraged people to reconsider an everyday behaviour they may never previously have questioned. For Whitenoise, that is where the value of co-designed public awareness work lies: not just in creating something people notice, but in creating something that can genuinely influence what they do next.

If you’re planning an upcoming behavioural change or public awareness campaign and want to explore how co-design, stakeholder engagement and creative strategy can help drive meaningful impact, get in touch with us at info@whitenoisestudios.com