Sustrans believes that every child has the right to walk, scoot or cycle to school. In the run up to the 2015 General Election, it wanted commitments from politicians to make the streets safe enough for this to become a reality. And, in order to get the attention of politicians, they first needed parents to take action.
We responded with a series of focus groups with parents to find out what would motivate them to get involved. Fed up with campaigns that made them feel like bad parents, they said the most effective campaigns were direct, fun and empowering.