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Helping cities move more safely, inclusively, and sustainably
Launching the $9 million Sustainable Cities Challenge.
Web & technology
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Creative & content
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Digital marketing & influencers
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Public relations
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User experience (UX) research, audits and design
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PR for good causes
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Digital marketing advertising and message testing
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Channel management
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Social content creation and toolkits
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Video production
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Web copywriting
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The client
Toyota Mobility Foundation: The $9 million global Challenge to help cities move more safely, inclusively, and sustainably.
Key stats
1,000+
Total pieces of coverage
59.3m+
Estimated overall reach
15.1k+
Impressions across TMF’s social media channels
The Indian Express, The Pioneer, Press Trust India, Economic Times Auto, Crain's Detroit Business, Fox 2 Detroit, RaiNews, Huffington Post Italia, Rinnovabili.it, Automotive World, Smart Cities World
Coverage highlights
The challenge
Cities are constantly evolving, adapting to an ever-changing world shaped by rapid urbanisation, climate pressures, and shifting social and economic needs. As they grow, the demand for innovative, responsive, and resilient mobility solutions has never been more essential, and the opportunities to transform how people move have never been greater.
That’s why the Toyota Mobility Foundation (TMF) created the Sustainable Cities Challenge: to unlock breakthrough ideas, support bold innovators, and empower cities to design mobility systems that are cleaner, safer, more inclusive, and future-ready.
89up was brought in to lead communications for the Challenge - from building the website and securing international PR coverage to running targeted paid social campaigns that inspired innovators around the world to apply.
The solution
We began by launching a global call for cities to share their most pressing mobility challenges. From dozens of submissions, we shortlisted ten and ultimately selected three cities to advance: Detroit, Venice, and Varanasi.
With the city challenges defined, we then opened applications to innovators worldwide, seeking ready-to-pilot solutions tailored to each city's needs.
From more than 280 submissions, we identified 14 standout finalists. These teams are now on the ground, piloting their solutions and driving real change in their respective cities.
Our studio team produced a range of social cards and videos to highlight key milestone moments throughout the Challenge - from announcing the finalists to interviewing the judges.
Working with international partners, 89up coordinated multiple press launches throughout different phases of the Challenge. We also provided media training for key spokespeople and innovators.
