How do YOMP get thousands of staff members to cycle to work?




Brand

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Challenge

Can you design a communications package for clients of Yomp to support our online B2B service that aims to help get staff cycling to work?


Solution

A downloadable internal office ‘poster pack’ with space for logos and handbook for changing the office and outside environment to secretly change behaviour.










PleaseCycle


Background

PleaseCycle is a website and app that’s sold to businesses and organisations (such as Rickeit Beckinser, and Camden Council) to encourage their staff to cycle to work. It has practical information such as about biking, plan safe routes, log daily trips, and compete against colleagues. PleaseCycle wanted some communication that the HR department could download and use without significant changes in order to spur use and get more of their staff cycling more miles, more frequently.

Primary research

None commissioned as part of this brief.


Secondary research

There seemed to be a large difference between what people think the barriers to cycling are, and what they actually are.

The person and the situation

Broadly, the perception of cycling is an unachievable, all-or-nothing, fast, young, male, equipment-orientated activity. Indeed there is an acronym for this; MAMIL, middle aged man in lycra. In order to communicate cycling is for a broader church, one has to present it as a broader church – situationally speaking ‘evidence of prevalence’ informs decision-making in ways rarely recognised.


General expressions of inclusion were needed in any communication component. Specifically messages that salved; fears about looking silly, how to manage weather, understanding it doesn’t have to be everyday, fear of being thought of as an outsider, etc. For more on this have a look at the research lit review.


Communication

Outputs are both covert and overt, and in a form suitable for any business off-the-peg.

The person

The overt outputs are quite ‘person’ orientated, and include posters which illustrate a solution to a barrier – such as cycling can be relaxing rather than all-in lycra sports mode, or cycling can be for one or two days a week rather than an all-or-nothing proposition – and then linking this ‘barrier aspect’ to a function of the PleaseCycle product. These are added to the client ‘dashboard’ on the PleaseCycle website and readily downloadable and printable.

The situation

The covert outputs are ‘situation’ orientated, and include directions on where to position cycling paraphernalia in a business, such as putting bike racks out front because images of prevalence drive behaviour (the ‘image’ made by real people in the real world, rather than on a poster, is arguably more powerful for not being synthetic). This and more are included in a pack for our client and their clients – effectively a cheat-sheet of real-world behavioural interventions is included.



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A lapse in cycling (however long) does not make one a ‘non cyclist’.

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You don’t have to do it every day – other commitments are okay.

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Women particularly worry about being sweaty, or have to define their clothes by cycling – one can plan ahead.


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Whether you’re fit, or a ‘built for comfort not for speed’, there’s room for your approach.

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This is for high-dwell areas, such as coffee/tea/fridges, etc. It brings to life a ludicrous range of cycling – without showing people (with whom you might not associate).

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The headline promise in an email header – a broach church.





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Suggesting overt presentation of singe of paraphernalia associated with cycling. And cycle-racks placed prominently, out front.

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Normalising the act with scheduled ‘show and tell’ groups. Schedule group rides before home time to stop feelings of inferiority.



Stravel


Problem

“Design a communications package for clients of Stravel – a new start-up tracking app and portal for multi-modes of travel.”


Background

Stravel tracks travel on a mobile app that updates to a portal. It tracks many modes, such as walking, running, cycling, bus and train travel. Both mapping and journey planning as a single-use product is better done by Transport for London’s web and app services. The Stravel app was a question looking for a reason; Why is tracking travel – in and of itself – necessary?

Research

Perkins (World Transport Policy & Practice, 2002) found that travel-blending diaries influenced people to get out of their cars by making travel choice overt, concrete, and tied to point-of-use. It seems that Stravel’s phone app is effectively a travel-blending diary. All we needed to do was attract attention toward the download.

Rose and Marfurt (2007) tell us there’s considerable differences in the perceived acceptable riding distance for bicycle use between riders and non-riders. We picked up on that and made the location-specific distance poster using the ‘however you want to get there’ line.

Communication

We do that by forcing a reflective, conscious appraisal by using an arresting travel-blend image – a bus with legs, for instance – underpinned by the line ‘You are not one mode of transport’. In short, a classic ‘I’m an ad, think about me’ piece of communication.



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We are poor at articulating distance and time estimates.

here.

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