OUGD505 - Product, Range and Distribution - Distribution

While the social mobility bus campaign posters may be featured in advertising spaces such as bus stops, in newspapers and online for digital consumption - these are not to be considered the primary methodologies of distribution.Instead, campaign items are proposed to be distributed via a tour of Britain's lowest socio-economic demographic locations in a retired London red bus. The bus would make stops across the country, inviting the public to break in the 'In Case of Prejudice, Break Class' labelled windows of the bus (which would have been replaced with breakaway/prop glass to ensure no safety violations are made) before receiving the leaflets and cards from the campaign. This allows the target to physically act out the breaking of class while attracting attention of those passing-by, gaining more attention, engagement and potentials for media coverage (news). Pop-up events are about creating an activity people want to take part in, allowing an audience to experience something unique and unexpected; something they can tell their friends about. Especially outside of London, the social mobility bus could draw in a crowd purely as a result of the irregularity of this type of bus, most typically exclusive to London postcodes.