give me cycle space 2011

Cycle to School Campaign

Campaign Aims

• Tackle school run congestion• Increase physical activity for

children• Address barriers – parental safety

fears

Cycle Friendly Zones

• Communication with drivers to be ‘cycle friendly’ in highlighted zones around schools

• Highly visible to parents – shows them action is being taken to improve cycling safety on school journeys

• Key message – Give Me Cycle Space• Visuals will be branded with GCC and

partner logos

Campaign Visuals

Campaign Visuals

Campaign Visuals

Campaign Visuals

Tailored for Local Schools

Tailored for Local Schools

Tailored for Local Authorities

Tailored for Local Authorities

Campaign Visuals

Campaign Visuals

Radio

• The campaign will be supported by a series of 30 sec radio adverts

• These will run during drivetime and lunchtime slots

• There will be an equal gender balance of girl and boy radio slots

Radio

http://www.forthone.com/Article.asp?id=1769587

Research• 33% of people recalled the campaign unprompted

• 71% of people recalled the outdoor advertising when prompted

• 94% of people said the campaign made them slow down when driving in Cycle Friendly Zones

• 97% of people said the campaign made them more aware of children cycling to school

• 94.5% of people said the campaign made them give kids more space

• 79% of people said the campaign made them feel more confident about letting their children cycle to school

The Riderz