Sustainability plaudit for CTC and Diva

March 2016
Sustainability plaudit for CTC and Diva
Mike Laskey
14th March 2016

CTC, the national cycling charity, and Diva have been shortlisted for a Guardian Sustainable Business Award.

The Big Bike Revival campaign – which restored more than 24,000 bikes through 1,600 events during just two weeks last summer – earned a joint nomination in the Communicating Sustainability category.

The successful intervention delivered an economic benefit of up to £6.21 for every £1 of investment, which has led to the Department for Transport pledging further funding for a rollout in 2016.

CTC brought together a network of 90 bicycle recycling centres across England to host The Big Bike Revival, where people could get their bikes checked and repaired by expert mechanics, learn maintenance tips and donate their old bikes for restoration.

During an earlier pilot, Diva developed The Big Bike Revival name and brand to convey the accessibility of both the campaign and cycling more generally.

In 2015, we designed a responsive website, produced a video with celebrity supporter Martine McCutcheon, and created printed materials to help participating centres promote their involvement locally.

Big Bike Revival

Diva also managed the campaign’s PR and social media activity, reaching in excess of 20 million people.

The Big Bike Revival has already won two prestigious awards, including Best Not-for-Profit Campaign at the Chartered Institute of Marketing’s Northern Conference.

It is also in the running for a third at this week’s 2016 Smarter Travel Awards in Milton Keynes, where it will vie for the Best Smarter Travel Marketing Campaign accolade.

David Murray, Head of Communications and Campaigns at CTC, said: “The Big Bike Revival has been incredibly popular, with a real demand from people wanting to get more active by cycling for more of their regular journeys.

“The campaign reached millions of people, with over 50,000 benefiting directly from events, and we are looking forward to building on its success with a future rollout that will restore even more bikes.

“Cycling is the most sustainable way for people to make their everyday trips, so it is rewarding for CTC to be recognised for our efforts to share this message.”

Amanda Pearce, Director at Diva Creative, said: “Being shortlisted for a Guardian Sustainable Business Award is a fantastic achievement and evidence of how Diva’s work ties in with our principles.

“Not only do we choose commissions like The Big Bike Revival that deliver social good, but we also carefully select our suppliers to ensure everything we do has as little environmental impact as possible.”

As part of its 18th birthday celebrations, Diva recently demonstrated its commitment to sustainability by trialling a zero-emission fuel cell electric car for business use and Planting Magnolia Sprengeri trees near its Sheffield office – opting for the ‘Diva’ cultivar that shares its name.

For more information about CTC, the national cycling charity, visit

By Mike Laskey