Graffiti - only worth it when it's in the right place

The communal service of the City of Rovinj is responsible for a quality performance of communal activities, maintenance and decoration of communal facilities and public surfaces, while protecting the environment and public interest of the local community. One of the common problems they encounter are graffiti, so our task was to conceptualize a campaign with the purpose of informing, sensitizing and activating the citizens of Rovinj that “tagging” is actually a sort of vandalism if it occurs in an inadequate and prohibited place. 

The campaign has been designed and realized in 3 phases. In phase 1 we have generated interest in target groups by applying bigger format stickers to the surfaces that have been ruined by inappropriate inscriptions or pictures. The stickers have visually resembled the prices in the supermarket with a specified amount needed for the restoration of a specific surface, and a suggestion saying what the city could do for its citizens with this amount. The stickers also had a “barcode” that the visitors could scan and then be diverted to a mini website with more information. In phase 2 we have educated students through lectures held by a famous graffiti master, Krešimir Golubić aka Leon. The final phase included a gathering and drawing a big graffiti on a location previously approved by the city.