This section isCase study
behaviour change campaign for WMCA
Cycling for All campaign for TfWM and birmingham 2022
TfWM was awarded funds by DfT to deliver a cycling campaign as part of the Bimringham 2022 Commonwealth Games.
The focus was to use cycling to address inequalities in the region to persuade those who wouldn’t usually have the opportunity or ability to ride.
The objective was to get more people in the region from disadvantaged groups, minorities, and vulnerable people to take up cycling, using Birmingham 2022 as a catalyst.
The campaign aimed to target areas of IMD (index of multiple deprivations), across the West Midlands region.
- BAME communities
- People with disabilities
- Other locally identified vulnerable groups
"Cycling for Everyone" is aimed at being inclusive and accessible for all residents, not just for those who can cycle or for specific groups unless they say this is what they need.
The campaign targeted upto 3% of residents in the most disadvantaged communities in the West Midlands.