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Big Bike Revival earns Guardian award recognition

June 2016
News Item
Mike Laskey
1st June 2016

Diva and cyclists’ champion Cycling UK have been named joint runner up in a prestigious award from The Guardian.

We were recognised in the Communicating Sustainability category of the newspaper’s Sustainable Business Awards for The Big Bike Revival, a campaign that restored more than 24,000 bikes through 1,600 events during just two weeks last summer. 

The accolade saw Diva and Cycling UK join the likes of Southern Water, Good Energy, and XCO2 as runners up at one of the biggest awards ceremonies in the field, where 2016 winners included Innocent Drinks, SABMiller, and IKEA.

Judged by some of the world’s most influential sustainability thinkers and doers, the Communicating Sustainability category focused on standout examples of campaigns that have elicited action and led to tangible shifts in behaviour. This year’s winner was Climate-KIC, Europe’s largest public-private climate innovation initiative. 

The Big Bike Revival delivered an economic benefit of up to £6.21 for every £1 of investment, prompting the Department for Transport to pledge further funding to continue the initiative and get more unused bicycles working again this year.

Cycling UK, previously known as CTC, brought together a network of 90 bicycle recycling centres across England to host events, with members of the public able to get their bikes checked and repaired by expert mechanics, learn maintenance tips and donate old equipment for restoration. 

The Big Bike Revival launch event

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

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. Diva also managed PR and social media activity that reached in excess of 20 million people.

David Murray, Head of Communications and Campaigns at Cycling UK, said: “The Big Bike Revival is all about bringing forgotten bikes back to life and highlighting the positive impacts that cycling can have on individuals and the country as a whole, in terms of health, wellbeing, the economy and the environment. 

“As a project it perfectly reflects our ethos at Cycling UK – to encourage more people to discover the joys of cycling and make it a part of everyday life. This award is a great result for the Big Bike Revival and we are confident it will again prove an incredibly popular initiative this year.”

Amanda Pearce, Director at Diva Creative, said: “The Big Bike Revival has been a fantastic success story and it is great to see it earn such high-profile recognition from The Guardian.

“By presenting cycling as beneficial for regular journeys, we have found that it is possible to achieve incredible results that lead to real changes in behaviour.  

“Sustainability is a fundamental part of Diva’s ethos, so being named runner up in these prestigious awards by one of the world’s most authoritative voices on the matter reflects the emphasis we put on doing well by doing good.”

The Big Bike Revival had already won three other awards, including Best Smarter Travel Marketing Campaign at the Smarter Travel Awards. 

For more information about Cycling UK, visit www.cyclinguk.org.

By Mike Laskey

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