Sustrans

Sustrans
Communicating all things cycling
Strategy/Illustration/Campaign/Stakeholder engagement/Copywriting/Film production/Animation

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.

Their answers led us to the ‘Campaign for Safer Streets’, a campaign with a serious message but a fun and eye-catching look and feel. Children sporting comedy glasses in the shape of feet, bikes and scooters appeared alongside the line ‘we want to see a safer school run’. With materials designed to be shared online, and downloaded and taken into their children’s schools, the campaign encouraged parents to take an active role and empowered them to become ambassadors for the cause. 

We have continued to work with Sustrans and recently helped them celebrate 20 years of the National Cycle Network, connecting people with places and to encourage more people to make use of this fantastic resource. We produced a suite of posters, marques, postcards, a timeline and web adverts, as well as a beautiful animation.