Transport for NSW needed to source public feedback on the launch of their 40 year Future Transport Plan – but people aren’t fond of reading long government reports, and may struggle to understand the impact of a 40-year-long plan on their day to day lives.

So we created the ‘React to the Future’ brand and strategy to allow ordinary NSW residents to quickly and easily indicate their feelings on any part of the Future Transport plan – through 6 key “React” emoji.

Whether on the Future Transport Plan website, or in person at any of the travelling digital roadshows, NSW residents could ‘React’ to key sections of the Future Transport Plan by selecting the emoji that best represented their feelings (and adding any comments they’d like). This simple interaction encouraged thousands to give their opinion on the Future Transport Plan in more detail, providing a fun entry point for community feedback.

We also created a comedy content series to highlight key impacts of the plan – by posting transport news stories from 40 years in the future to Facebook. From a crash in Instagram stock caused by drastically shorter commutes, to SpaceX integrating with Opal – when they clicked on a story, users could find out what part of the Future Transport Plan would make that future a reality, helping NSW residents understand how the plan would really affect their lives.

The React to the Future integrated campaign also ran as a public roadshow, and across outdoor, radio, and digital channels – getting NSW residents more involved in shaping their future.