Community engagement is about making local people feel like part of the action. And how better to do that than with a promotional vehicle, decked out to serve as a mobile petition and ice cream van? That’s exactly what the University of Lincoln did for its Strong Roots for Oral Health campaign.
The result was a a retro-style Citroen H Van, which empowered them to take their message all the way to Westminster.
What is the Strong Roots campaign?
The University of Lincoln is working to tackle the shortage of NHS dental care across Lincolnshire, where access remains a major challenge for many communities. Its Strong Roots for Oral Health campaign calls for a new dental school in Lincolnshire, with the aim of training dentists to build a workforce in the local community.
With the campaign calling on people to sign a pledge and show their support, the University needed a way to take that message beyond the usual social media posts and get people involved.
What did the University of Lincoln want?
The brief was to stoke community engagement and give the public a visible way to show throw their support behind the Strong Roots campaign.
A modern Citroen H Van was the perfect starting point. Its distinctive retro styling would command attention, with its exterior vinyl wrap acting as a giant signing wall.
The campaign vehicle needed:
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A fully branded Citroen H Van with a toothpaste palette
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A wrap designed for attention and signatures
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Internal branding and serving counters
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A QR code to link people to the wider campaign
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A way to produce mint-flavoured ice creams on site
How did Promohire help?
Strong Roots needed more than just a campaign vehicle. It required a moving hub that could make a big statement and stand out to MPs and the public alike.
1. Creating the Strong Roots van
The first job was to transform our modern H Van with a bespoke vehicle wrap. The design brought Strong Roots to life across the exterior, with minty colours to match the toothpaste theme. It had to include the logo and strapline, but enough room to display thousands of signatures.
This Citroen Type H Relay is one our most popular vans for a reason. Evoking the style of the classic vehicle (with its iconic front cab), it’s a more reliable experience and a more modern drive. See the complete guide to H-Van hire to discover the models available.
2. Building the mobile sampling stop
Inside, the vehicle had to deliver function and form. A rear wall helped match the theme, while a soft serve machine could make hundreds of ice creams per day. This sweetened the deal – giving people a great reason to stop, learn more, and sign the petition.
Discover how we help bring ice cream sampling events to life in our guide: From Classic Whips to Artisan Scoops.
3. Making their budget go further
The University of Lincoln would need to make waves without spending a fortune.
Our team recommended a campaign structure of 5 key activation days, with a launch on the East Coast before heading to the Lincolnshire Show, followed by a final stop at Westminster. This made delivery more cost-effective, while still keeping to a clean narrative arc.
Learn how to set a budget for your promotional campaign, and visit our pricing calculator to learn how much you could expect to pay for vehicle hire.
What was the result?
The Citroen H Van empowered people to learn about Strong Roots and show their support. Thousands of signatures were added before it made its way to Westminster, where it became a symbol of community engagement.
This vehicle then featured in articles that reached far and wide, including on the BBC News website, and was showcased across Facebook and Instagram.
It became the perfect example of how the right promotional vehicle can unite people around one goal and improve communities for the better.
Ready to drill down on your campaign?
With a large promotional fleet and the ability to manage entire campaigns from start to finish, we can turn any idea into a meaningful experience for communities.
It all starts with a free 30-minute call to explore the options and discuss ideas. You might even be struck with inspiration!
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