Lime, the London-based e-bike operator, has created an out-of-home (OOH) campaign to encourage Londoners to park the brand’s e-bikes responsibly in the boroughs of Camden, City of London, Hackney and Westminster.

Produced in partnership with creative agencies PrettyGreen and The Producers, the ‘Park Like Your Gran Is Watching’ campaign is built around the idea that users of Lime’s bikes can often leave them in inconvenient places.

According to the sustainable brand, parking ‘without consideration’ can prove to be disruptive for pedestrians, buggy and wheelchair users as well as the visually impaired.

“We didn’t want Lime to come across as finger pointing and preachy, the majority of Lime riders park considerately, it’s the minority that just need to be more mindful,” PrettyGreen executive creative director, Emma Grace said.

“With the campaign we wanted to imbue the friendly tone of the brand, and “Park Like Your Gran Is Watching” plays on ‘being on your best behaviour’ vibes and doing the right thing – perhaps they might act differently, or think twice if they thought their Gran was watching.”

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Cast with London Grans, the campaign will roll out at digital OOH sites. Clean Graffiti sites will also signpost on pavements where Lime bikes should not be left.

Lime UK communications manager, Ellie Bird, added: “We love that Londoners are embracing our e-bikes. Shared, sustainable transport options like ours offer a great alternative to cars, with over 3.5 million kgs of CO2 saved in these 4 London boroughs alone since we launched in London almost 4 years ago.

“The majority of our riders park responsibly, and we’re taking action against those that don’t with warnings and fines. But we know that education is also key. This campaign is all about raising awareness of what good parking looks like to help people end their rides respectfully and safely.”