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SOUTHAMPTON CITY COUNCIL

Creative

SOUTHAMPTON CITY COUNCIL

Southampton City Council

My Journey – creating a behavioual change campaign

Insight

Southampton City Council received funding from the Department of Transport to deliver a city wide behavioural change campaign. The overall aim was to shift 12% of single occupancy car journeys towards more sustainable ways of travelling around the city by 2015.

Execution

Coming out of the winter months My Journey promoted top tips for winter cycling through a targeted door drop and Ad Walkers in the town centre. RP2 created and planned a range of traditional and digital advertising formats with a clear call to action to walk or cycle the city. Formats were chosen on a line by line basis to ensure maximum coverage of high traffic and footfall locations.

Outcome

The campaign aimed to increase cycle journeys in the city by 2% which was far exceeded. 70% of those who took part have now taken more journeys on foot or bike in the last three months.

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