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How we changed the transport habits of Derby City Council residents as part of the city’s drive to reduce air pollution.

Client - Derby City Council
Scope - Strategy, Concept, Multichannel

Two birds.
One stone.

The city of Derby wanted their good citizens to get fitter and also to clean up their air quality.

But dozens of previous initiatives had fallen on deaf ears.

Our advice? Forget the nagging and berating.

The key to beating apathy is self-motivation.

So we devised a campaign that encouraged people to challenge their own behaviour.

And then change it.

Getting them out of their cars.

And onto the pavements.

It’s early days, but initial results suggest it’s a very positive step in the right direction.

The results of the work and concepts have far exceeded what our intentions were and this work will play an important part of the work we do moving forward.

Owen Swift, Participation Pathway Manager
Derby City Council