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Active Travel Campaign
City of York Council
Brightsparks was commissioned to undertake a behaviour change campaign to increase active travel across York, and in areas benefiting from new infrastructure. Brightsparks' brief was to develop a campaign that achieves a modal shift to active travel, highlighting how new cycle lanes, safety infrastructure and improved public transport routes will make sustainable travel choices safer, even more convenient and realistic for larger numbers of York residents and commuters.
The project involved four key stages:
Research - To gather insight into target audiences and their motivations/barriers to engagement and behaviour change.
Creative - Development of an Active Travel sub-brand that follows CYC’s corporate brand, as well as a comprehensive set of branded materials and templates, and full film production of a flagship campaign video and supporting clips.
Content - Development of a holistic, audience-informed communications strategy and content plan.
Evaluation - Consultancy support in planning and carrying out evaluation of the campaign.
Research respondents provided feedback, informing the behaviour change campaign strategy.
Flagship campaign video produced, filmed in York City Centre.