Context and question
Urban planning agency Lantis, previously known as Beheersmaatschappij Antwerpen Mobiel, is responsible for the funding, realisation, management and operation of transport infrastructure in the Antwerp region. It for instance oversees the infrastructure projects that are part of the Flemish government’s Masterplan 2020, which includes the Oosterweel link.
The idea of a third Scheldt crossing has been proposed in discussions around mobility in Antwerp for more than 20 years, but political and legal issues halted progress on the project for many years. In the meantime, citizen pressure groups like Ringland managed to get many Antwerp locals behind the idea of covering the Antwerp ring road. In 2016, it was still unclear whether such an initiative was compatible with the Oosterweel link plans. Callebaut Collective was brought on board to handle the strategic communication around the project, with the objective of defining the positioning of the Oosterweel link project against this complex background and presenting a fitting communication strategy and means to build the needed support among the different target audiences.