#StrideAndRide
We worked with Active Lincolnshire on a campaign aiming to increase levels of physical activity across the county, by encouraging more people to start walking and cycling more.
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The mission
Understanding travel habits in Stirling
Stirling Council were looking to increase active travel in the city, in particular among university staff and students. Social Change were commissioned to undertake research to understand their attitudes, behaviours, and experiences around active travel, the extent to which people are already doing this and barriers and motivators to doing so. This research would inform the development of creative assets to encourage active travel among the population.
The research
Engaging with university staff and students
Using a mixed methodology, we employed desk research, a survey with 214 people, and eight qualitative interviews to capture an in-depth understanding of the audience. Feedback showed that convenience underpinned travel decisions, with people favouring options that are not only quick and easy, but also beneficial for them. Unfortunately, when coupled with safety and feasibility concerns, not everyone thinks active travel is the best option for them. It was therefore important for behavioural science informed messaging to not only educate people on the value of active travel, but also persuade them to consider it as a worthy option.
What we did
We created a full set of brand guidelines for the Stirling Active Travel campaign, a behaviour change campaign designed to encourage students and staff to walk, cycle or use public transport instead of driving.
Our work included campaign messaging, tone of voice, visual identity and ready-to-use templates for posters, social media, emails and more. Every element was built using behavioural science, with a focus on making active travel feel easy, appealing and achievable.
We made sure the campaign felt local, positive and practical. From the language to the design, everything was created to make active travel feel like the smart, everyday choice. The guidelines help everyone involved in the campaign speak with one voice, with content that’s clear, consistent and built to drive real change.
214
survey respondents
8
interviews
16
campaign assets
10
recommendations
