My Journey – creating a behavioual change campaign
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.
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.
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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