XYX Lab and Crowdspot have collaborated previously. With the data generated through these experiences, and the accumulated research of XYX Lab, it was clear there was opportunity to scale up the approach. In early 2021 a communications pitch was launched to invite LGAs to invest in the project and in doing so, expand the reach of the mapping tool, and engage metro and regional councils as co-facilitators of the project. This project also enables them to achieve the goals set out within the Gender Equality Act 2020.
An identity was developed within XYX Lab and deployed across a range of media as well as the map. An abstracted ‘Y’ and ‘G’ intersect to reference a pie-chart in the centre, referencing the data generated on the project’s completion. The logo’s centre also became the icon within the map, used to identify both ‘safe’ and ‘unsafe’ locations in order to not stigmatise a location or prompt undue anxiety around it.
An invitation secured 23 LGA partners. By workshopping the needs of the diverse communities represented in the LGAs an extensive communication campaign was developed across bill posters, postcards, billboards and social media. Each LGA provided site-specific imagery and identities to incorporate into their individualised campaigns. To increase our reach, instructions were printed in the seven most prevalent languages spoken across the municipalities.
The communication campaign was strategically released at staged intervals across diverse locations and media to ensure continued participation. It spanned large scale advertising along the Monash Freeway; targeted paste-ups in urban areas frequented by pedestrian traffic; real estate billboards near recreational sites; and a social media campaign. The latter provided an opportunity to share data as it appeared; repost articles from the press reporting on the project; and introduce short ‘influencer’ videos from ALFW players Darcy Vescio and Isabel Huntington.