Figure 4.10: This playful poster reminds Columbia, Missouri, residents of the childlike pleasures of biking. (Image courtesy of the City of Columbia, Missouri; created by VANGEL www.vangel.com)
The company behind the inspirational prose, delightful imagery, and the catchy brand name (GetAbout Columbia) is VANGEL. The goals of the campaign are modest, principally: How can we get residents of Columbia to try walking and biking? The hook is joy. As VANGEL’s website notes, “Bright colors and whimsical illustrations were designed to reach the widest possible audience, [and] convey a sense of active fun.” Various posters were created, all with captions that capitalize on the persuasive feelings of positive emotion: “When people ride bikes, they feel 65