Persuading Londoners to try cycling
“There are three levels to [the new cycling communications plan],” said [Will] Norman.
“One is continuing to make the case for why cycling is so important. Secondly, it’s engaging those people who maybe are not cycling at the moment, and are thinking about it. And it’s not just in terms of press releases but using social-media influencers on Instagram. There are two strands – communications from TfL and from City Hall, but also widening it out to advocates, and not just cycle advocates. We recently published a piece of work about the economic benefits of cycling which really shows the benefits this brings in terms of thriving economics, both for small and big business. Using that data to champion this in areas where the messaging hasn’t got through historically.”
