The City of Golden Planning Department embarked on a project to update the City’s 50-year-old zoning code. After a few weeks of little interest from the public, they requested assistance from our Communications Department to help drive engagement. I met with our videographer for a brainstorming session.
Zoning codes are dull but important. We needed to move the needle from yawn to fun, and bring humanity and relatability into the dry language. Almost immediately, I had the idea of “Don’t Zone Out, Zone In” as a campaign tagline. From there, the rest fell into place.
I wrote the script for five short videos, but only three were selected to produce. A few tweaks to the scripts were also necessary as we progressed. Below are the original scripts with the final, produced videos.
Zoning Topic: Fencing
Visual: Two people fence with foils in front of a wood-plank fence.
Text (voice or on-screen): Confused about fencing? The Golden Zoning Code has answers.
Ends with tagline in large letters on the screen: “Don’t zone out, zone in!”
Zoning Topic: Small animal licensing
Visual: A person takes a chicken for a walk and crosses the street, nonchalantly passing a dog-walker who looks back in confusion.
Text (voice or on-screen): Why did the chicken cross the road? To get a small animal permit.
Ends with tagline in large letters on the screen: “Don’t zone out, zone in! Get involved with the Zoning Code Rewrite”
Zoning Topic: Density / Building Height / Land Use
Visual: Close in on a Monopoly board with hands playing the game. There are a couple of green single homes on “Park Place”. One is removed and replaced with a red hotel piece right next to the remaining green piece. The other pair of hands reacts in shock and dismay.
Text (on screen): Do not pass Go! Go directly to the Golden Zoning Code for answers.
Final frame (text on screen): Don’t zone out, zone in! Get involved with the Zoning Code Rewrite
Zoning Topic: Public Engagement
Visual: Someone stands with a significant other under the Golden Welcome Arch and drops to one knee to present an engagement ring.
Voice: We are committed to public engagement! (record scratch noise as person drops to knee and proposes to partner) Uh…not what we had in mind, but…congratulations?!
Final frame (text on screen): Don’t zone out, zone in! Get involved with the Zoning Code Rewrite
[In smaller letters at the bottom of the screen]: (no ring required)
Zoning Topic: Lighting
Visual: The screen is dark with only the sound of crickets chirping. Suddenly, the scene is brightly illuminated to reveal a floodlight turned on in front of one house and an exasperated neighbor in front of the house next door, standing in front of a telescope. A dog barks off-screen.
Voice: Let there be light! (Dramatic pause as the floodlight illuminates the vignette above). But maybe not so much.
Final frame (text on screen): Don’t zone out, zone in! Get involved with the Zoning Code Rewrite