Derby City Council

Active Transport.

The Council wanted to reduce air pollution by promoting ‘active travel’ (cycling and walking to destinations other than for exercise) amongst residents and workers. However, with several other fitness and green initiatives already in place, the council’s communications were getting muddied, and having little impact. Our insights revealed that personal behaviour would only be prompted through self-motivation, not instruction. So our creative work was both supportive and challenging, offering fresh perspectives and information so that our audience would initate their own changes.