There is often a lack of awareness of cycle highway infrastructure. Many people consider cycling unsafe because they believe they have to mix with traffic on roads. However, the cycle highway or greenway provide a traffic-free route and if more cyclists were aware of them, inevitably more people would use them. This campaign aims to raise awareness of the cycle highway through promotional activities.
In order to use the cycle highway people need to be aware of it and where it goes
Awareness of safe, traffic-free routes will encourage more use of the route and cycling as a mode of transport.
By raising awareness this will increase people cycling to work by bike using the cycle highway.
This project focuses on individual factors – using information and communication to increase knowledge of the existence and benefits of the cycle highway.
General public and in particular commuters using roads close to the cycle highway.
Working group of partners and key stakeholders
Existing promotional materials
Budget to design and produce resources
Materials developed through other campaigns: 1, 7, 8, 9 & 10
Outputs and impact
Identification/Audit of information already available, signage, maps, local information.
Communications plan for the cycle highway
Production of communications materials. Materials could be:
Info about the cycle highway/greenway; maps, leaflets, website promotion
Communications at touch points.
Festival on the cycle highway
Increased awareness of cycle highway
Increased use of cycle highway
Examples of Interventions
Key messages will be that the cycle highway provides a route that is direct, safe and separate from traffic, and shows locations of the key entry and exit points in relation to employee’s journey.
Increasing knowledge/awareness of the cycle highway through Campaign 1 and Pedal Perk Reward Scheme, with local promotions, signs and way-marking
Increased knowledge of the cycle highway through workplace interventions; route planning with employees, led bike rides and walks, signage and maps in workplaces.
Using case studies to identify commuting routes using the cycle highway (see Campaign 8).
Publicity campaigns: press and web-based.
Improved infrastructure and signage to and from the cycle highway (see Campaign 9)
Audit of information already available – maps, website etc.
Audit of signage in place, and identification of missing signage/areas to be developed.
Working with infrastructure package to report issues in workplaces and communitiesre. infrastructure including signage and links to and from greenway/cycle highway.
Survey of who knows about the greenway/cycle highway – included in the barrier survey, also through Twitter feedback and local feedback (see Campaign 1 retailers/services).
Link to readability work package (WP2) to identify new ways of promoting/raising awareness – where to put signs, touch-points and information.
Step 2: Develop communications
Develop communications plan, with clear deliverables and communication channels.
Establish best communication channels to be used. Could be:
Face to face through events and promotional activities, including cycle highway Festival
Through existing networks such as workplaces and retailers
Develop communication resources in response to gaps identified through scoping, and utilise communication channels. Could include:
Social media accounts and resources
On the ground temporary signage to point the way to the greenway/cycle highway (e.g. sign saying two minutes to the Comber Greenway)
Step 3: Promotion
Use identified communication channels to deliver key messages, utilising complementary campaigns where possible.
Use workplaces as communication channel – internal communications, intranet, and newsletters.
Deliver events and promotional events as required
Record outputs from events, number of people engaged in activities
Survey showing awareness of the cycle highway
Increased use of cycle highway
Love air campaign
Sustrans teamed up with local transport company Translink to thank bus and cycle commuters for not driving to work. Staff gave out chocolate hearts and red apples on Valentine’s Day at bus stops and along the main arterial road in east Belfast. This engagement activity saw staff provide information on cycling and where the Comber Greenway is. Promotional materials such as balloons and someone dressed up as a heart helped attract attention to the event. Read more.
A communication plan was developed for governments, the province and other related partners in the development of the cycle highway (such as the Efteling). The website onsbrabantfietst.nl is a tool to communicate. The designed map is also an output.
Besides campaign specific information and ‘evidence’ we have some other communication articles/pictures etc.
About Living Lab
A more extended article was published in the hardcopy newspaper. We are trying to get a photo of that article.