Marketing Matters

You've got to check out this story about how an artist-in-residence in Cambridge, MA came up with the idea to include illustrations of yoga poses to help offset the anger and anxiety drivers feel when they receive a parking ticket.

The move provoked outrage in some. But as a leader in the arenas of yoga advertising, green marketing, organic branding, social change communication and the LOHAS consumer, I think the concept has merit.

The fact is, if your messaging doesn't provoke thought—it's not going to get much of a response. Clearly this creative execution provoked much. What I love is that the city of Cambridge was willing to take a risk. To think outside the lines. To completely re-imagine the tried and true.

What's so great about the traditional red-bar-through-the-center, off-the-rack ticket anyway?

There's always plenty of room for innovation and inspiration. And what matters here is not so much if the illustrations actually help to calm the receiver (which I hope they do) but that the city had its heart in the right place. Who knows, yoga is well documented to relieve stress, anxiety and depression. This "strange" new concept may become the new global standard.  

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.