Dial-A-Complaint campaign

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Potholes? Broken streetlights? Suffering the shakes due to cigarette deprivation? Dial 311. That's the simple, hard-to-miss message being conveyed to New Yorkers with the help of @radical.media's emerging-media group. The striking yellow and black graphic, affixed to cabs, phone booths and subways throughout the city, was designed by @radical after the shop won kudos from Mayor Mike Bloomberg for designing the logo for the Mayor's Office for Film Theater and Broadcasting. In the wake of that project, the shop was also asked to reinterpret the city's official stationery and then stepped in to help Bloomberg get the 311 message out with an integrated communications effort.

"We wanted the identity to be the whole campaign," says @radical creative director Rafael Esquer. "Instead of using any kind of image, the logo became a poster, a billboard, a bumper sticker and more: a direct communication through typography and color. We used a basic palette of yellow and black to achieve maximum visual impact in a graphically busy cityscape, where everything competes for attention. When people see 'Dial 311,' they know exactly what to do." @radical will also produce a pair of PSAs in support of the campaign.

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