Positioning
AdFree Streets is a citizen-driven platform that empowers communities to reclaim public spaces from intrusive corporate advertising.
Fostering community engagement and advocacy — turning passive observers into active participants in shaping the aesthetic and cultural integrity of their surroundings. This is our guiding compass; its tenets shape every design and messaging decision we make.
Vision & Mission
A world where public spaces are vibrant, culturally rich, and free from the overwhelming presence of intrusive corporate advertising. We empower communities to take control of their urban environments — so public space reflects the values, creativity, and spirit of the people who live there.
Empower individuals and communities to challenge and transform the dominance of corporate advertising. We provide user-friendly tools to report, object, and creatively reimagine outdoor ads — amplifying community voices, removing propaganda that drives needless consumption, and ensuring public space serves people, not just commerce.
Audience
- Data on the proliferation of outdoor ads and their impact on urban aesthetics.
- Mechanisms to involve the public in decisions about ad placements.
- Tools to gather public opinion and objections on new billboard proposals.
- Integration with local councils to streamline the objection process.
- Reporting and analytics to monitor advertising trends and responses.
- Efficient methods for receiving, processing, and addressing complaints.
- Insights into public sentiment on outdoor advertising in their jurisdiction.
- Tools to engage the community and promote transparency in decisions.
- Integration with existing urban-planning systems and processes.
- Real-time data on advertising compliance and public feedback.
- Platforms to mobilise members against corporate advertising.
- Tools to document and share the impact of ads on local culture.
- Features to organise campaigns or petitions against ad placements.
- Access to data and resources to support advocacy.
- AR tools to visually demonstrate billboard saturation.
- Platforms that promote sustainable, responsible use of public space.
- Ways to challenge the environmental impacts of advertising.
- Features to support eco-friendly alternatives to billboards.
- The ability to spread awareness of OOH advertising's footprint.
- Gamification and rewards for sustainability-driven action.
- Cutting-edge tools for engagement in social issues through tech.
- A seamless user experience with advanced functionality.
- High-quality augmented reality and image-recognition.
- Integration with other apps and smart-city infrastructure.
- Customisation and advanced settings to tailor the experience.
- Platforms to push back on commercialisation and promote culture.
- Tools to transform corporate ads into artistic expression.
- Features to create, share, and overlay AR art on billboards.
- Community support to promote artistic and cultural initiatives.
- Opportunities to collaborate on campaigns reclaiming public space.
Values
We give individuals and communities the tools to take control of their public spaces and make their voices heard.
We foster openness in the advertising process, so citizens see how decisions are made and how to influence them.
We protect and promote local culture and aesthetics, so public spaces reflect community values — not just commerce.
We leverage cutting-edge technology to let citizens challenge, reimagine, and reshape the urban ad landscape.
We promote practices that minimise advertising's environmental impact and encourage responsible use of public resources.
We value collective action and build strong communities that can advocate for the integrity of their public spaces.
We uphold ethical practice in advertising and urban development — a balance between commerce and public welfare.
We celebrate creative expression that challenges the status quo and transforms intrusive ads into meaningful experiences.
Personality
We understand the concerns and aspirations of the communities we serve — listening and responding with compassion.
We aren't afraid to challenge the status quo and stand against corporate advertising in public spaces.
We are forward-thinking, always seeking creative and technological solutions that push what's possible.
We inspire and enable people to take action, giving them the confidence and tools to reclaim public space.
We communicate openly and honestly, so our actions and decisions are clear and understandable.
We are approachable and actively connect with our audience, fostering collaboration and shared purpose.
We are driven by a long-term vision for a better, more culturally reflective urban environment.
We value diversity and welcome voices from all walks of life, so everyone can help transform public space.
Tagline & Story
Creative Activism for a Better Urban Landscape.
From our years in the advertising industry, we've seen how corporate interests increasingly overshadow community values. Despite our efforts to push for more creative, community-focused advertising, our ideas were frequently sidelined by commercial priorities. Determined to drive real change, we left the traditional advertising world and built our own platform. It represents our commitment to reclaiming public spaces from corporate control — empowering communities to challenge intrusive ads and restore local creativity and identity to our cities.
Language principles
Do · We communicate in a straightforward, accessible way, so our message is easily understood by all audiences.
Apply · Avoid jargon and unnecessary complexity. Break complex ideas into simple, digestible parts.
Do · Our language uplifts and inspires our audience to take action and feel confident influencing change.
Apply · Use positive, action-oriented words that reinforce that every individual can make a difference.
Do · We ensure our language respects and reflects the diversity of the communities we serve.
Apply · Avoid anything that could alienate or exclude. Use gender-neutral terms; be mindful of cultural sensitivities.
Do · We speak with warmth and creativity, inviting people into the mission rather than lecturing them.
Apply · Write as if speaking to a friend. Use an informal but respectful tone that invites dialogue.
Do · We are confident in our mission, and our language reflects it through bold, assertive statements.
Apply · Use strong, decisive language that reflects our commitment to challenging the status quo.
Do · We value openness and honesty, so our audience always knows where we stand.
Apply · Communicate facts clearly, acknowledge challenges, avoid spin. Be upfront about intentions and realities.
Do · The community is at the heart of everything we do, and our language consistently reflects it.
Apply · Use 'we', 'us', and 'our' to foster shared responsibility. Emphasise community voice and participation.
Do · We frame our work as a movement — appealing to aspiration and a transformed future.
Apply · Paint the future we're building. Position the tools as part of a broader movement to reshape cities.
Headlines & calls to action
- "Redefine Urban Spaces: Embrace Creativity Over Corporate Control"
- "Join the Movement: Reclaim Public Spaces from Corporate Dominance"
- "Take a Stand: Challenge Intrusive Ads and Reclaim Your Space"
- "Empower Your Voice: Transform Public Spaces with Our Platform"
- Start Transforming Your City Now
- Join Us in Reclaiming Public Spaces
- Challenge Unwanted Ads — Get Involved Today
- Help Us Redefine Public Spaces
- Act Now — Save Big on Public Spaces!
- Register Today for Exclusive Access to Space Redesign
- Find Out How to Get the Best Ads in Your City
- Act Now: Redefine Advertising and Restore Community Spirit
Visual system
The visual sections are next — guidance is set, imagery is being prepped for hosting.
Primary + supporting marks, on-colour pairings, clear space, scaling, social icon, don'ts.
Categories — billboards, bus stops, subway — plus principles and don'ts.
Iconography, the 'keys' access guide, offense-type icons, posters.
Cards, merch, signage, print, out-of-home, digital ads, web + app.