Tasked with changing attitudes in Greater Manchester, Diva developed a case study-led campaign that turned cycling on its head.
We’re no stranger to promoting sustainable travel, having worked on a plethora of campaigns across the country over the last few years. A recent project with TfGM saw us take a new tack in communicating about cycling, challenging the view that you need to identify as ‘a cyclist’ to reap the benefits of riding a bike.
Through a casting call, we found real people from Greater Manchester who cycle for day-to-day utility journeys and used each of their stories to inform the development of the Life On 2 Wheels campaign website and video.
The campaign’s ‘I’m not a cyclist’ message tied these individuals together and highlighted that cycling is an accessible and convenient mode of transport, with each character then explaining the reason behind their travel choice in a first-person website case study.
Familiar bike-friendly locations were used to show three of the characters – a commuter, a student and a shopper – in a quickly shot, upbeat video that depicted cycling as a dynamic way to get from A to B.
Using real people as our ambassadors captured the imagination of the local press and helped the campaign use social norming techniques to create the impression of a cycling movement in Greater Manchester that our audience could get involved with. This feel is taken further through the website’s ‘Join In’ page, which uses a tiled social media feed to bring together cycling-related posts by the local public.
The Life On 2 Wheels video has been viewed over 22,000 times, led to a 43% increase in average signups to TfGM’s cycling newsletter, and saw more people attend its cycle training courses after the video launch than in any other month of the year.